Global Perspectives in Cross-Cultural and Cross-National Consumer Research

Deals with issues surrounding international and cross-cultural consumer behavior, discussing intermediary variables, processes, and other environmental influences related to social, personal, and psychological components of culture. After description of a model of the effect of culture on consumer behavior, chapters discuss issues including standardization, consumer complaining behavior, and responses to advertising. Includes results of studies on pairs of countries. For international marketers and academic researchers. Annotation c. by Book News, Inc., Portland, Or.