"The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing studentstomorrow's marketing professionalsto understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior." - from back cover.
1. Consumer behaviour across cultures --- 2. Values and culture --- 3. Convergence and divergence in consumer behavior --- 4. The consumer : attributes --- 5. Social processes --- 6. Mental processes --- 7. Culture, communication, and media behavior --- 8. Consumer behavior domains.
