Cross-Cultural Consumer Behavior (en Inglés) - Katja Gelbrich;Stefan W. Müller;Stanford A. Westjohn

With a balanced approach, the book explores not only how cultural differences between countries shape our decisions but also outlines the basic concepts of cross-cultural consumer research, the measurement of cultural values proposed in the Hofstede, Schwartz and GLOBE models, and the psychological foundations of culture-specific consumer behavior. Based on these conceptual foundations, the authors explain how cultural values shape consumers’ buying processes, from information searches through post-purchase behavior.

This book will be valuable to researchers and students of international business, global marketing, and consumer behavior. Cross-Cultural Consumer Behavior will also be relevant for marketing practitioners and international marketing agencies.