Description
Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.
Table of Contents
Chapter 1: History of Culture and Consumer Behavior and Future Research DirectionsSharon Ng and Angela Y. LeePart I: Worldview, Knowledge Structure, and EmotionChapter 2: Cultural Worldview and CognitionVirginia S. Y. Kwan, Yexin J. Li, Andrew E. White, and Ryan P. JacobsonChapter 3: Cultural Differences in Procedural Knowledge and Their Impact on Consumer BehaviorRobert S. Wyer, Jr.Chapter 4: Consumer Behavior, Culture, and EmotionJeanne L. Tsai, Louise Chim, and Tamara SimsChapter 5: Categories of Cultural VariationsSharon Shavitt and Minkyung KooPart II: Attitudes, Persuasion, and Response Biases Chapter 6: Culture and PersuasionNidhi AgrawalChapter 7: The Effects of Self-Construal Fit on Motivation, Attitudes, and Charitable GivingAngela Y. Lee and Tonya Williams BradfordChapter 8: Response Biases in Cross-Cultural MeasurementHans Baumgartner and Bert WeijtersPart III: Branding and Brand Relationships Chapter 9: Culture, Emotions, and Nation EquityCathy Yi Chen, Durairaj Maheswaran, Jie Wei, and Prashant SaxenaChapter 10: Globalization and Exclusionary Responses to Foreign BrandsDongmei Li, Robert Kreuzbauer, and Chi-yue ChiuChapter 11: Culture and BrandingSharon Ng, Rohini Ahluwalia, and Michael J. HoustonChapter 12: Culture and Brand RelationshipsZeynep Gürhan-Canli and Gülen Sarial-AbiChapter 13: Culture and Brand IconicityCarlos J. Torelli and Shirley Y. Y. ChengPart IV: Culture and ConsumptionChapter 14: Culture and MaterialismRussell BelkChapter 15: Culture, Self-Regulation, and Impulsive ConsumptionAkshay Rao
