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Marieke de Mooij's new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption - what people buy, why they buy it and how they buy. This edition has been updated to include: An insight into the different roles of the internet and the growing influence of social media | An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence,…mehr
Marieke de Mooij's new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption - what people buy, why they buy it and how they buy.
This edition has been updated to include:
An insight into the different roles of the internet and the growing influence of social media
An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing
Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures
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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
