Consumer Behavior and Culture by Marieke De Mooij
Reviewing the myths of global marketing, this book explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behaviour. It also covers the various psychological and sociological aspects of human behaviour and uses them for explaining consumer behaviour."Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroadHer national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."
-- Geert Hofstede"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country , all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena." -- Sushobhan Mukherjee
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.
| SKU | Unavailable |
| ISBN 13 | 9780761926689 |
| ISBN 10 | 0761926682 |
| Title | Consumer Behavior and Culture |
| Author | Marieke De Mooij |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | SAGE Publications Inc |
| Year published | 2003-11-05 |
| Number of pages | 360 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |