English title: Cross-Cultural Consumer Behavior: A Review of Research Findings

Author(s): Marieke de Mooij - Geert Hofstede -

Language: English

Type: Journal article

Year: 2011


Most aspects of consumer behavior are culture-bound. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus concrete thinking, categorization and information processing, as well as consumer behavior domains such as product ownership, decision making, and adoption and diffusion of innovations. Implications for global branding and advertising are included.

Volume: 23

Issue: 4

From page no: 181

To page no: 192

Refereed: Yes

DOI: 10.1080/08961530.2011.578057

Journal: Journal of International Consumer Marketing

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