Consumer Behavior and Culture

Consumer Behavior and Culture

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The Second Edition of this popular text brings up-to-date Marieke de Mooija€™s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing studentsa€”tomorrowa€™s marketing professionalsa€”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 editiona€™s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.Answer possibilities were a€œBy a better balanced diet and a healthy lifestylea€ or a€œBy regular medical check-ups. ... PDI IDV UAI Predictor R2 Belief in Cancer Prevention Medical check-ups .68*** aˆ’.45 aˆ’.75*** UAI .57 Better diet aˆ’.59* aˆ’.50* PDIaˆ’anbsp;...

Title:Consumer Behavior and Culture
Author:Marieke de Mooij
Publisher:SAGE Publications - 2010-09-29


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