Consumer Behavior and Culture

Consumer Behavior and Culture

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The Second Edition of this popular text brings up-to-date Marieke de Mooija€™s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing studentsa€”tomorrowa€™s marketing professionalsa€”to 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. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior editiona€™s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.Members of the inner circle experience this amae between each other, but it does not exist in the outer circle. ... These are exactly the reasons why McDonalda#39;s is not the place to go for a typical event celebrated in a restaurant, such as birthday parties with several generations of ... There istoo muchnoise from out-groups.

Title:Consumer Behavior and Culture
Author:Marieke de Mooij
Publisher:SAGE Publications - 2010-09-29


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