Consumer Behavior and Culture 3/e

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.

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

"Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers' cultures is an essential condition for becoming an international marketing professional" -- Geert Hofstede * Author of Culture's Consequences *