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The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students-tomorrow’s marketing professionals-to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.

Marieke de Mooij Ph.D. (Netherlands), is a consultant in cross cultural communications, and visiting professor at various universities, such as the University of Navarra in Spain, Vaasa University in Finland and European University Viadrina in Germany. In the Netherlands she teaches at a post graduate course of Groningen University (Academie voor Management). She is the author of several publications on the influence of culture on marketing and advertising.

Preface
1. Consumer Behavior Across Cultures
Global Consumers in a Global Village?
Globalization and Global Consumer Culture
Converting and Diverging Consumer Behavior
Post-Scarcity Societies and the Culture Paradigm
Global Communities?
New Media
Universalism
Sense of History
Branding and Advertising: From Global to Multi-Local
Consumer Behavior
A Model of Cross-Cultural Consumer Behavior
Organization of the Book
Conclusion
Notes
2. Values and Culture
Values
Culture Defined
Comparing Cultures
National Cultures
Dimensions of Culture
Relationship of Man With Nature
High-Context Communication Culture and Low-Context Communication Culture
Dimensions of Time
Hofstede: Five Dimensions of National Culture
Schwartz: Seven Value Types or Motivational Domains
Comparing Dimensional Models
Application to Consumer Behavior
Culture Relationships
Conclusion
Notes
3. Convergence and Divergence in Consumer Behavior
Convergence Theory
Modernization
Convergence: Macro and Micro Level
Convergence/Divergence in Consumer Behavior
National Wealth as an Explaining Variable
Over Time, Culture Replaces Income as an Explanatory Variable
With Increased Wealth, Cultural Values Become Manifest
Other Measurement Variables
Urbanization
Population Density
Education
Age Distribution
Household and Family
Social Class
Ethnicity
Climate
Consumer Behavior, National Wealth, and Culture
Conclusion
Notes
4. The Consumer: Attributes
The Concept of Self
Implications for Marketing, Branding, and Advertising
Self-Enhancement and Self-Esteem
Personality
The Brand Personality Concept
Personal Traits
Brand Personality Traits
Identity and Image
Corporate Identity, Brand Identity, and Brand Image
Attitude
Attitude and Behavior
Lifestyle
Conclusion
Notes
5. Social Processes
Motivation, Needs, and Drives
Culture-Related Consumer Needs and Motives
Emotion
Emotions in Advertising
Group Processes
Family and Relationships: Parents-Children
Conformity
Public and Private Space
Reference Groups
Opinion Leaders
Conclusion
Notes
6. Mental Processes
Cognition and Cognitive Styles
Learning and Memory
Cognition and Affect
Language
Categorization
Perception
The Creative Process
Attribution
Locus of Control
Information Processing
Involvement Theory
Decision Making
Conclusion
Notes
7. Culture, Communication, and Media Behavior
Communication and Culture
Communication Styles
Mass Communication Styles
Advertising Styles
Web Communication Styles
Media Behavior
The Internet
Responses to Marketing Communications
Brand Communications Across Cultures
The Future of Global Advertising
Conclusion
Notes
8. Consumer Behavior Domains
Product Acquisition, Usage, and Ownership
Food and Beverages
Nondurable Household Products
Personal Care and Cosmetics
Clothing and Footwear
Household Appliances
Consumer Electronics and Personal Computers
Telecommunications
Luxury Articles
Cars
Leisure
Finance
Shopping and Buying Behavior
Complaining Behavior
Brand Loyalty
Adoption and Diffusion of Innovations
Predicting Market Development Across Cultures
Conclusion
Notes
Appendix A: GNI per Capita at Purchasing Power Parity 2008 (US$) and Hofstede Country Scores for 68 Countries
Appendix B: Data Sources
Name Index
Subject Index
About the Author
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