HB OF CULTURE AND CONSUMER BEHAVIOR P

Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization managers are becoming increasingly aware that operating in multiple markets is crucial for firms'' survival and growth. As the world''s growth engine shifts from Europe and North America to Asia and Latin America it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think behave consume and purchase. Numerous studies have documented cultural differences in values and beliefs motivational orientations emotions self-regulation and information-processing styles and the effects of these cultural variations on consumer behavior such as brand evaluation materialism and impulsive consumption. In this volume experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research. Book Features: Consolidates the major findings in culture and consumer psychology Traces the historical development of culture research in consumer psychology Documents the effects of cultural variations on consumer behavior including brand evaluation materialism and impulsive consumption Table of Contents: Chapter 1: History of Culture and Consumer Behavior and Future Research Directions Part I: Worldview Knowledge Structure and Emotion Chapter 2: Cultural Worldview and Cognition Chapter 3: Cultural Differences in Procedural Knowledge and Their Impact on Consumer Behavior Chapter 4: Consumer Behavior Culture and Emotion Chapter 5: Categories of Cultural Variations Part II: Attitudes Persuasion and Response Biases Chapter 7: The Effects of Self-Construal Fit on Motivation Attitudes and Charitable Giving Chapter 8: Response Biases in Cross-Cultural Measurement Part III: Branding and Brand Relationships Chapter 9: Culture Emotions and Nation Equity Chapter 10: Globalization and Exclusionary Responses to Foreign Brands Chapter 11: Culture and Branding Chapter 12: Culture and Brand Relationships Chapter 13: Culture and Brand Iconicity Part IV: Culture and Consumption Chapter 14: Culture and Materialism Chapter 15: Culture Self-Regulation and Impulsive Consumption