Katja Gelbrich, Full Professor of Business Administration and International Management, Catholic University of Eichstaett-Ingolstadt, Stefan W. Müller, Emeritus Professor of Marketing,Technical University of Dresden, Germany and Stanford A. Westjohn, Associate Professor of Marketing and International Business, University of Alabama, US

‘This is a very much needed, well-thought, and well-written book on cross-cultural consumer behavior. The authors have done an excellent job in covering practically all topics relevant to understanding consumer behavior in a cross-cultural context. Importantly, they have done so in a systematic and engaging way. A great addition to the literature and a great source for students and researchers alike.’

• Contents: PART I CONCEPTS AND MODELS OF CROSS-CULTURAL CONSUMER RESEARCH 1. From economic man to cultural man: an introduction 2. Basics of consumer behavior 3. Models of consumer behavior 4. Universalism/relativism debate 5. Global trends in consumer behavior PART II MAIN FEATURES OF CROSS-CULTURAL RESEARCH 6. Understanding of terms 7. Layered models 8. Theories and operationalizations 9. Problems and weaknesses of cross-cultural research PART III BASICS OF CONSUMER BEHAVIOR 10. Perception 11. Thinking and information processing 12. Attitudes 13. Motivation 14. Emotions 15. Personality 16. Behavior and prediction of behavior PART IV CONSUMER BEHAVIOR IN CROSS-CULTURAL COMPARISON 17. Information search 18. Criteria for purchase decisions 19. Attitudes 20. Price perception and willingness to pay 21. Choice of shopping locations and sales channels 22. Purchase intention and purchase decision 23. Post-purchase behavior 24. Regret: cognitions and emotions after the purchase References Index

Katja Gelbrich, Full Professor of Business Administration and International Management, Catholic University of Eichstaett-Ingolstadt, Stefan W. Müller, Emeritus Professor of Marketing,Technical University of Dresden, Germany and Stanford A. Westjohn, Associate Professor of Marketing and International Business, University of Alabama, US

‘This is a very much needed, well-thought, and well-written book on cross-cultural consumer behavior. The authors have done an excellent job in covering practically all topics relevant to understanding consumer behavior in a cross-cultural context. Importantly, they have done so in a systematic and engaging way. A great addition to the literature and a great source for students and researchers alike.’

• Contents: PART I CONCEPTS AND MODELS OF CROSS-CULTURAL CONSUMER RESEARCH 1. From economic man to cultural man: an introduction 2. Basics of consumer behavior 3. Models of consumer behavior 4. Universalism/relativism debate 5. Global trends in consumer behavior PART II MAIN FEATURES OF CROSS-CULTURAL RESEARCH 6. Understanding of terms 7. Layered models 8. Theories and operationalizations 9. Problems and weaknesses of cross-cultural research PART III BASICS OF CONSUMER BEHAVIOR 10. Perception 11. Thinking and information processing 12. Attitudes 13. Motivation 14. Emotions 15. Personality 16. Behavior and prediction of behavior PART IV CONSUMER BEHAVIOR IN CROSS-CULTURAL COMPARISON 17. Information search 18. Criteria for purchase decisions 19. Attitudes 20. Price perception and willingness to pay 21. Choice of shopping locations and sales channels 22. Purchase intention and purchase decision 23. Post-purchase behavior 24. Regret: cognitions and emotions after the purchase References Index

Katja Gelbrich, Full Professor of Business Administration and International Management, Catholic University of Eichstaett-Ingolstadt, Stefan W. Müller, Emeritus Professor of Marketing,Technical University of Dresden, Germany and Stanford A. Westjohn, Associate Professor of Marketing and International Business, University of Alabama, US

‘This is a very much needed, well-thought, and well-written book on cross-cultural consumer behavior. The authors have done an excellent job in covering practically all topics relevant to understanding consumer behavior in a cross-cultural context. Importantly, they have done so in a systematic and engaging way. A great addition to the literature and a great source for students and researchers alike.’

• Contents: PART I CONCEPTS AND MODELS OF CROSS-CULTURAL CONSUMER RESEARCH 1. From economic man to cultural man: an introduction 2. Basics of consumer behavior 3. Models of consumer behavior 4. Universalism/relativism debate 5. Global trends in consumer behavior PART II MAIN FEATURES OF CROSS-CULTURAL RESEARCH 6. Understanding of terms 7. Layered models 8. Theories and operationalizations 9. Problems and weaknesses of cross-cultural research PART III BASICS OF CONSUMER BEHAVIOR 10. Perception 11. Thinking and information processing 12. Attitudes 13. Motivation 14. Emotions 15. Personality 16. Behavior and prediction of behavior PART IV CONSUMER BEHAVIOR IN CROSS-CULTURAL COMPARISON 17. Information search 18. Criteria for purchase decisions 19. Attitudes 20. Price perception and willingness to pay 21. Choice of shopping locations and sales channels 22. Purchase intention and purchase decision 23. Post-purchase behavior 24. Regret: cognitions and emotions after the purchase References Index