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For additional materials, please contact the author directly: www.mariekedemooij.com"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her 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, "Institute for Research on Intercultural Cooperation, the Netherlands"

Consumers worldwide are not the...

This book is unique in the sense that it offers a comprehensive review and analysis of human communication and mediated communication around the world. This is one of the first attempts to do so in a systematic, comprehensive way. It challenges the assumption that Western theories of human communication and mass communication have universal applicability. It surveys the applicability of mass communication theories to other than Western cultures. The book explains the influence of culture on all forms of communication behavior, be it personal, mediated or mass communication. It presents...