Cross-Cultural Consumer Behavior

by Stanford A. Westjohn, Stefan W. Müller, Katja Gelbrich

"This cutting-edge book unpacks the relationship between culture and consumer behavior to present the state-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase, Cross-Cultural Consumer Behavior explains why and how cultural values such as individualism, indulgence, or uncertainty avoidance influence consumers' buying behavior. With a balanced approach, the book explores...

• Format: Hardcover
• Language: English
• ISBN: 1803923180
• ISBN13: 9781803923185
• Release Date: May 2023
• Publisher: Edward Elgar Publishing
• Length: 520 Pages
• Dimensions: 6.1" x 9.2"