Consumer Behavior and Culture: Consequences for Global Marketing and Advertising, Edition 3

Marieke de Mooij

Jun 2019 · SAGE

About this ebook

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

About the author

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.