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Consumer Behavior and Culture : Consequences for Global Marketing and Advertising - Marieke De Mooij

Consumer Behavior and Culture

Consequences for Global Marketing and Advertising

Paperback Published: 29th September 2010
ISBN: 9781412979900
Number Of Pages: 424

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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. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that 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.

Consumer Behavior Across Cultures
Global Consumers in a Global Village?
Globalization and Global Consumer Culture
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
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
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
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
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
Mental Processes
Cognition and Cognitive Styles
Learning and Memory
Cognition and Affect
The Creative Process
Locus of Control
Information Processing
Involvement Theory
Decision Making
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
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
GNI/Capita 2001 (US$) and Hofstede Country Scores for 64 Countries
Data Sources
Name Index
Subject Index
About the Author
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9781412979900
ISBN-10: 1412979900
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 424
Published: 29th September 2010
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 23.1 x 19.0  x 1.4
Weight (kg): 0.64
Edition Number: 2
Edition Type: Revised