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Consumer Behavior and Culture

Consumer Behavior and Culture
Consequences for Global Marketing and Advertising

Second Edition

© 2011 | 424 pages | SAGE Publications, Inc

Fresh insights into consumer behavior for today's global marketplace

The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow's marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior.

Key Features

Offers a view on consumer behavior that is truly global: This unique focus shows students how to be successful in a global environment

• Explains the concept of culture: The author outlines the most common models, the value concept, and the dimensions of culture that explain differences in consumer behavior

• Reviews the cultural aspects of the most common theories of consumer behavior: Understanding that notions of self, personality, identity, and mental processes are not universal has important implications for marketing strategy

• Demonstrates that information and communication processes vary across cultures: The role of information in consumer decision making is not as universal as economists tend to believe

New to This Edition

• Chapter 7 on culture, communication, and media behavior extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet

• A password-protected Instructor Teaching Site at includes PowerPoint slides, student activities, and links to videos for use in class

1. Consumer Behavior Across Cultures
Global Consumers in a Global Village?  
Globalization and Global Consumer Culture  
Converting and Diverging Consumer Behavior  
Post-Scarcity Societies and the Culture Paradigm  
Global Communities?  
New Media  
Sense of History  
Branding and Advertising: From Global to Multi-Local  
Consumer Behavior  
A Model of Cross-Cultural Consumer Behavior  
Organization of the Book  
2. Values and Culture
Culture Defined  
Comparing Cultures  
National Cultures  
Dimensions of Culture  
Relationship of Man With Nature  
High-Context Communication Culture and Low-Context Communication Culture  
Dimensions of Time  
Hofstede: Five Dimensions of National Culture  
Schwartz: Seven Value Types or Motivational Domains  
Comparing Dimensional Models  
Application to Consumer Behavior  
Culture Relationships  
3. Convergence and Divergence in Consumer Behavior
Convergence Theory  
Convergence: Macro and Micro Level  
Convergence/Divergence in Consumer Behavior  
National Wealth as an Explaining Variable  
Over Time, Culture Replaces Income as an Explanatory Variable  
With Increased Wealth, Cultural Values Become Manifest  
Other Measurement Variables  
Population Density  
Age Distribution  
Household and Family  
Social Class  
Consumer Behavior, National Wealth, and Culture  
4. The Consumer: Attributes
The Concept of Self  
Implications for Marketing, Branding, and Advertising  
Self-Enhancement and Self-Esteem  
The Brand Personality Concept  
Personal Traits  
Brand Personality Traits  
Identity and Image  
Corporate Identity, Brand Identity, and Brand Image  
Attitude and Behavior  
5. Social Processes
Motivation, Needs, and Drives  
Culture-Related Consumer Needs and Motives  
Emotions in Advertising  
Group Processes  
Family and Relationships: Parents-Children  
Public and Private Space  
Reference Groups  
Opinion Leaders  
6. Mental Processes
Cognition and Cognitive Styles  
Learning and Memory  
Cognition and Affect  
The Creative Process  
Locus of Control  
Information Processing  
Involvement Theory  
Decision Making  
7. Culture, Communication, and Media Behavior
Communication and Culture  
Communication Styles  
Mass Communication Styles  
Advertising Styles  
Web Communication Styles  
Media Behavior  
The Internet  
Responses to Marketing Communications  
Brand Communications Across Cultures  
The Future of Global Advertising  
8. Consumer Behavior Domains
Product Acquisition, Usage, and Ownership  
Food and Beverages  
Nondurable Household Products  
Personal Care and Cosmetics  
Clothing and Footwear  
Household Appliances  
Consumer Electronics and Personal Computers  
Luxury Articles  
Shopping and Buying Behavior  
Complaining Behavior  
Brand Loyalty  
Adoption and Diffusion of Innovations  
Predicting Market Development Across Cultures  
Appendix A: GNI per Capita at Purchasing Power Parity 2008 (US$) and Hofstede Country Scores for 68 Countries
Appendix B: Data Sources
Name Index
Subject Index
About the Author

Difficult to find the right textbook for a course in consumer behaviour and culture. However, this was the best we could find. Material, examples, and facts somewhat outdated though, but Hofstede's framework on cultural dimensions creates a good foundation for this text book and its theories.

Mr Kim Moller
Faculty of Management, Royal Roads University
October 24, 2016

Nice culmination of information for my new PG International Marketing and Customers module

Mrs Caroline jane Lowish
Faculty of Business & Law, University of Lincoln
January 26, 2016

I like the book and its richness to combine, culture and consumer behaviour.
It is an essential supplementary book for my course. However, for the courses that has culture as a core part i would recommend the book.
Qeis Kamran

Mr Qeis Kamran
Economics & Management, ISM Interntional School of Management
May 30, 2015

The book gives a good basis for the better understanding of consumer behavior theories through cultural examples. The structure is clear and figures help digesting the psychological oriented themes as well. It will be a good help for the students' project work and supporting thesis work.

Dr Zita Kelemen
Marketing and Media Institute, Corvinus University of Budapest
January 24, 2014

This book provides great insights for students as well as scholars interested in the field of consumer behaviour in a marketing or advertising context.

Mrs Anna karina Kjeldsen
Aarhus School of Business, Aarhus University
December 12, 2013

we are using Global Marketing and Advertising of de Mooij

Mrs Karin Steijger
International Marketing, Hogeschool TIO
November 13, 2013

Useful, particularly as my course adopts cultural perspectives.

Dr Clea Bourne
Media and Communication, Goldsmiths College
January 27, 2013

The focus on culture and core consumer behavior theories with around-the-world applications might bring more in-depth and interesting discussions than the other book, Global Marketing and Advertising: Understanding Cultural Paradoxes, which students found harder to understand.

Dr Hye Jin Yoon
Temerlin Advertising Institute, Southern Methodist University
January 19, 2013

Good examples and case studies. Has feature already in lectures.

Ms Julia Calver
UK Centre for Events Management, Leeds Metropolitan University
November 28, 2012

Excellent book

Dr Ibrahim Alsahouly
Business Administration , Misr International University
October 31, 2012

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