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9781544318165 Academic Inspection Copy

Consumer Behavior and Culture

Consequences for Global Marketing and Advertising
  • ISBN-13: 9781544318165
  • Publisher: SAGE PUBLICATIONS INC
    Imprint: SAGE PUBLICATIONS INC
  • By Marieke de Mooij
  • Price: AUD $156.00
  • Stock: 0 in stock
  • Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
  • Local release date: 21/06/2019
  • Format: Paperback (232.00mm X 186.00mm) 472 pages Weight: 840g
  • Categories: Sales & marketing [KJS]
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Marieke de Mooij's new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption - what people buy, why they buy it and how they buy. This edition has been updated to include: An insight into the different roles of the internet and the growing influence of social media An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures
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.
Preface Chapter 1: Consumer Behavior Across Cultures Chapter 2: Values and Culture Chapter 3: Convergence and DIvergence in Consumer Behavior Chapter 4: The Consumer: Attributes Chapter 5: Social Processes Chapter 6: Mental Processes Chapter 7: Culture, Communication, and Media Behavior Chapter 8: Consumer Behavior Domains
"Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers' cultures is an essential condition for becoming an international marketing professional" -- Geert Hofstede * Author of Culture's Consequences *
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