Table of Contents

Chapter 1: Global consumers in a global village?
The global village
Globalization and global consumer culture
Converging and diverging consumer behavior
Post scarcity societies and the culture paradigm
Global communities?
New media
Universalism
Lack of a sense of history
Branding and advertising: From global to multi-local
Consumer behavior theory across cultures
Chapter 2: Values and culture
Values
Values are enduring
Values in marketing
Culture defined
Comparing cultures
Dimensions of culture
Hofstede: Five dimensions of national culture
Schwartz: Seven value types or motivational domains
Comparing models
Culture relationships
Chapter 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
Social classs
Ethnicity
Climate
Consumer behavior, national wealth and culture
Chapter 4: The Consumer: Attributes
A model of cross-cultural consumer behavior
Personality
The brand personality concept
The concept of self
Implications for marketing, branding and advertising
Self-enhancement and self-esteem
Personal traits
Brand personality traits
Identity and image
Corporate identity and brand identity
Attitude
Attitude and behavior
Lifestyle
Chapter 5: Social processes
Motivation, needs and drives
Culture-related consumer needs and motives
Emotion
Emotions in advertising
Group processes
Reference groups
Opinion leaders
Chapter 6: Mental processes
Cognition and cognitive styles
Learning and socialization
Cognition and affect
Language
Perception
The creative process
Attribution
Locus of control
Information processing
Involvement theory
Communication and culture
Communication styles
Advertising styles
Decision-making
Chapter 7: Consumer behavior domains
Product acquisition, usage and ownership
Food and beverages
Non-durable household products
Non-durable personal goods
Clothing and footwear
Household appliances
Consumer electronics
Luxury articles
Communication technology
Computers and the Internet
Cars
Leisure
Finance
Shopping and buying behavior
Complaining behavior
Brand loyalty
Diffusion of innovations
Media behavior
Responses to marketing-communications
Chapter 8: Applications to global marketing and adverting
Product-market development across countries
Branding strategies
Retailing
Segmenting international markets
Cross-cultural values and lifestyle studies
Academic cross-cultural studies
Research techniques and methods across cultures
Predicting market success
The purpose of advertising
Advertising research
The future of global advertising
Appendix 1 GNP/capita 2001 (US$) and Hofstede country scores for 64 countries
Appendix 2 Data sources

About the Author

Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.

Reviews

"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*

"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country , all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena."
*Sushobhan Mukherjee*