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The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates: - A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour. - Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research. - All data, charts, tables and additional material have been updated
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<b> <br /><br />Consumer Behavior and Culture reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. </b> reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. <b><br /><br />Key Features:<ul><li>A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing </li><li>A discussion of consumer behavior theories and cultural variations from around the world </li><li>Coverage of a number of consumer behavior domains, including explanations of differences in consumption and ownership, all based on empirical evidence </li><li>In addition to anecdotal evidence, the consequences of branding and marketing communication strategy are presented and analyzed</li></ul></b>
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