Cross-Cultural Consumer Behavior: A Review of Research Findings
Abstract
Most aspects of consumer behavior are culture-bound. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus concrete thinking, categorization and information...
Paper Details
Title
Cross-Cultural Consumer Behavior: A Review of Research Findings
Published Date
Jun 24, 2011
Volume
23
Pages
181 - 192
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