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Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding can in turn provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture.
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