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Consumer Behavior and Culture Marieke de Mooij

Consumer Behavior and Culture By Marieke de Mooij

Consumer Behavior and Culture by Marieke de Mooij

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Summary

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people's relationships with others.

Consumer Behavior and Culture Summary

Consumer Behavior and Culture: Consequences for Global Marketing and Advertising by Marieke de Mooij

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

Consumer Behavior and Culture Reviews

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 *

About Marieke de Mooij

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.

Table of Contents

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

Additional information

GOR013338606
9781544318165
1544318162
Consumer Behavior and Culture: Consequences for Global Marketing and Advertising by Marieke de Mooij
Marieke de Mooij
Used - Like New
Paperback
SAGE Publications Inc
2019-07-05
472
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

Customer Reviews - Consumer Behavior and Culture