Consumer Behavior and Culture

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.

"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."

• Chapter 1: Global consumers in a global village?The global villageGlobalization and global consumer cultureConverging and diverging consumer behaviorPost scarcity societies and the culture paradigmGlobal communities?New mediaUniversalismLack of a sense of historyBranding and advertising: From global to multi-localConsumer behavior theory across culturesChapter 2: Values and cultureValuesValues are enduringValues in marketingCulture definedComparing culturesDimensions of cultureHofstede: Five dimensions of national cultureSchwartz: Seven value types or motivational domainsComparing modelsCulture relationshipsChapter 3: Convergence and Divergence in Consumer BehaviorConvergence theoryModernizationConvergence: Macro- and micro-levelConvergence-divergence in consumer behaviorNational wealth as an explaining variableOver time culture replaces income as an explanatory variableWith increased wealth cultural values become manifestOther measurement variablesUrbanizationPopulation densityEducationAge distributionSocial classsEthnicityClimateConsumer behavior, national wealth and cultureChapter 4: The Consumer: AttributesA model of cross-cultural consumer behaviorPersonalityThe brand personality conceptThe concept of selfImplications for marketing, branding and advertisingSelf-enhancement and self-esteemPersonal traitsBrand personality traitsIdentity and imageCorporate identity and brand identityAttitudeAttitude and behaviorLifestyleChapter 5: Social processesMotivation, needs and drivesCulture-related consumer needs and motivesEmotionEmotions in advertisingGroup processesReference groupsOpinion leadersChapter 6: Mental processesCognition and cognitive stylesLearning and socializationCognition and affectLanguagePerceptionThe creative processAttributionLocus of controlInformation processingInvolvement theory Communication and cultureCommunication stylesAdvertising stylesDecision-makingChapter 7: Consumer behavior domainsProduct acquisition, usage and ownershipFood and beveragesNon-durable household productsNon-durable personal goodsClothing and footwearHousehold appliancesConsumer electronicsLuxury articlesCommunication technologyComputers and the InternetCarsLeisureFinanceShopping and buying behaviorComplaining behaviorBrand loyaltyDiffusion of innovationsMedia behaviorResponses to marketing-communicationsChapter 8: Applications to global marketing and advertingProduct-market development across countriesBranding strategiesRetailingSegmenting international marketsCross-cultural values and lifestyle studiesAcademic cross-cultural studiesResearch techniques and methods across culturesPredicting market successThe purpose of advertisingAdvertising researchThe future of global advertisingAppendix 1 GNP/capita 2001 (US$) and Hofstede country scores for 64 countriesAppendix 2 Data sources