In this chapter, we review academic research on how culture impacts consumer behavior and persuasion. We focus on findings related to the two most common approaches used to model the behavior of cross-cultural consumers: the cultural syndromes approach and the dynamic constructivist theory of culture. We close the chapter by outlining a future agenda for research in cross-cultural consumer behavior.
CITATION STYLE
Torelli, C. J., Rodas, M. A., & Lahoud, P. (2017). Culture and consumer behavior. In Cross Cultural Issues in Consumer Science and Consumer Psychology: Current Perspectives and Future Directions (pp. 49–68). Springer International Publishing. https://doi.org/10.1007/978-3-319-65091-3_4
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