Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in peopleà â â s relationships with others.
Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in peopleà â â s relationships with others.
Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
Inhaltsangabe
Preface Chapter 1: Consumer Behavior Across Cultures Chapter 2: Values and Culture Chapter 3: Convergence and DIvergence in Consumer Behavior Chapter 4: The Consumer: Attributes Chapter 5: Social Processes Chapter 6: Mental Processes Chapter 7: Culture, Communication, and Media Behavior Chapter 8: Consumer Behavior Domains
