The Second Edition of this popular text brings up-to-date Marieke de Mooijas important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing studentsatomorrowas marketing professionalsato 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 editionas discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.Answer possibilities were aBy a better balanced diet and a healthy lifestylea or aBy regular medical check-ups. ... PDI IDV UAI Predictor R2 Belief in Cancer Prevention Medical check-ups .68*** a.45 a.75*** UAI .57 Better diet a.59* a.50* PDIaanbsp;...
|Title||:||Consumer Behavior and Culture|
|Author||:||Marieke de Mooij|
|Publisher||:||SAGE Publications - 2010-09-29|