An integrative framework for cross-cultural consumer behavior

Abstract

The world economy is becoming increasingly cross-cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross-cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture, and consumer behavior: the anthropological approach and the cross-cultural psychology tradition.