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Handbook of Culture and Consumer Behavior - Oxford Scholarship Online
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Handbook of Culture and Consumer Behavior

Sharon Ng and Angela Y. Lee


Research on the influence of culture on consumer decision making and consumption behavior has witnessed tremendous growth in the last decade. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, impulsive consumption, etc. This book traces the historical development of culture research in consumer psychology, and presents an overview of the empirical findings as well as the theor ... More

Keywords: culture, consumer psychology, individualism-collectivism, culture and information processing, cross-cultural measurement, nation equity, impulsive consumption, culture and materialism

Bibliographic Information

Print publication date: 2015 Print ISBN-13: 9780199388516
Published to Oxford Scholarship Online: April 2015 DOI:10.1093/acprof:oso/9780199388516.001.0001


Affiliations are at time of print publication.

Sharon Ng, editor
Nanyang Business School, Nanyang Technological University, Associate Professor

Angela Y. Lee, editor
Kellogg School of Management, Northwestern University, Mechthild Esser Nemmers Professor of Marketing

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Part I Worldview, Knowledge Structure, and Emotion

2 Cultural Worldview and Cognition

Virginia S. Y. Kwan, Yexin J. Li, Andrew E. White, and Ryan P. Jacobson

4 Consumer Behavior, Culture, and Emotion

Jeanne L. Tsai, Louise Chim, and Tamara Sims

5 Categories of Cultural Variations

Sharon Shavitt and Minkyung Koo

Part II Attitudes, Persuasion and Response Biases

6 Culture and Persuasion

Nidhi Agrawal

8 Response Biases in Cross-Cultural Measurement

Hans Baumgartner and Bert Weijters

Part III Branding and Brand Relationships

9 Culture, Emotions, and Nation Equity

Cathy Yi Chen, Durairaj Maheswaran, Jie Wei, and Prashant Saxena

10 Globalization and Exclusionary Responses to Foreign Brands

Dongmei Li, Robert Kreuzbauer, and Chi-yue Chiu

11 Culture and Branding

Sharon Ng, Rohini Ahluwalia, and Michael J. Houston

12 Culture and Brand Relationships

Zeynep Gürhan-Canli and Gülen Sarial-Abi

13 Culture and Brand Iconicity

Carlos Torelli and Shirley Y. Y. Cheng

Part IV Culture and Consumption

End Matter