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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...

Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people's relationships with others.