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.

"Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers’ cultures is an essential condition for becoming an international marketing professional"

• PrefaceChapter 1: Consumer Behavior Across CulturesChapter 2: Values and CultureChapter 3: Convergence and DIvergence in Consumer BehaviorChapter 4: The Consumer: AttributesChapter 5: Social ProcessesChapter 6: Mental ProcessesChapter 7: Culture, Communication, and Media BehaviorChapter 8: Consumer Behavior Domains