
Culture and Consumer Behavior
now publishers Inc
Published on 10. April 2014
Book
Paperback/Softback
86 pages
978-1-60198-824-9 (ISBN)
Description
Culture and Consumer Behavior explains the importance of cultural literacy in marketing, and why a solid understanding is vital to successful international marketing efforts. The authors use a conceptual and empirical framework for analyzing how culture affects consumer behaviors, and provide 7 steps for understanding the influence of culture on consumer behaviors. The 7 steps are as follows: 1. Identify the key components of culture. 2. Find out and describe the major clusters of countries or regions based on their similarities and differences in consumption behaviors. 3. Relate similarities and differences in consumption behaviors to key components of culture. 4. Develop and test specific hypotheses regarding the joint effects of different components of culture on consumption behaviors. 5. Track the changes in consumption behavior within a country in response to social and economic development. 6. Formulate and test specific hypotheses regarding the joint effects of different components of culture on changes in consumer behaviors within a country. 7. Conduct experimental studies to understand when consumers will follow cultural norms and when they will not. Culture and Consumer Behavior demonstrates the value of this approach by using it to model tourist consumption, combining business analytic and experimental methods. The authors go on the conclude that the full implications of this way of thinking about culture for marketing remain to be exploited in future research, and present suggestions for developing more dynamic theories of culture and consumer behaviors.
More details
Series
Language
English
Place of publication
Hanover
United States
Target group
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 5 mm
Weight
135 gr
ISBN-13
978-1-60198-824-9 (9781601988249)
DOI
10.1561/1700000032
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
1. The Importance of Cultural Literacy in Marketing 2. What Is Culture? 3. Cultural Variations in Consumption Patterns 4. Size Matters! Ecology, Culture and Consumption 5. Within-Cultural Variations 6. When Do Consumers Behave Culturally? 7. Conclusions and Future Directions