Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

Consumer behavior is not converging across countries, argues this textbook, placing the question of cultural difference at the center of examinations of purchasing behavior. It bases its discussion of culture and consumer behavior on a model of national culture that distinguishes five dimensions for understanding culture: power distance, individualism/collectivism, masculinity/femininity, uncertainty avoidance, and long-term orientation. Annotation ©2004 Book News, Inc., Portland, OR