Global Perspectives in Cross-Cultural and Cross-National Consumer Research

ISBN-13: 9781560247371 / Angielski / Twarda / 1996 / 252 str.

Ajay K. Manrai; Lalita A. Manrai

Opis

Deals with issues surrounding international and cross-cultural consumer behavior, discussing intermediary variables, processes, and other environmental influences related to social, personal, and psychological components of culture. After description of a model of the effect of culture on consumer behavior, chapters discuss issues including standar

Spis treści

Contents
Introduction (Erdener Kaynak)

• Current Issues in the Cross-Cultural and Cross-National Consumer Research
• Hyperreality and Globalization: Culture in the Age of Ronald McDonald
• The Key to Successful Euromarketing: Standardization or Customization?
•  Collectivism, Individualism, and In-Group Membership: Implications for Consumer Complaining Behaviors in Multicultural Contexts
• An Investigation of Construct Validity and Generalizability of the Self-Concept: Self-Consciousness in Japan and the United States
• German and American Consumer Orientations to Information Technologies: Implications for Marketing and Public Policy
• Value Differences Between Polish and Romanian Consumers: A Caution Against Using a Regiocentric Marketing Orientation in Eastern Europe
• Measuring Values in International Settings: Are Respondents Thinking “Real” Life or “Ideal” Life?
• The Search for Universal Symbols: The Case of Right and Left
•  Consumer Advertising in Germany and the United States: A Study of Sexual Explicitness and Cross-Gender Contact
• Reference Notes Included
• Index

O autorze

Erdener Kaynak, Lalita Manrai