Cross‐cultural consumer psychology
Volume: 2, Issue: 1, Pages: 70 - 84
Published: Dec 7, 2018
Abstract
Over the last 25 years, cross‐cultural consumer psychology has developed into a well‐researched domain, delivering important insights into how cultural differences influence consumer phenomena. This review synthesizes critical developments in the last decade of research related to the most commonly studied cultural dimensions. First, we describe how cultural differences in individualism and collectivism offer new insights on consumer goal...
Paper Details
Title
Cross‐cultural consumer psychology
Published Date
Dec 7, 2018
Volume
2
Issue
1
Pages
70 - 84
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