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Consumer Behavior and Culture: Consequences for Global Marketing and Advertising

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Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy.

This edition has been updated to include:

An insight into the different roles of the internet and the growing influence of social media

An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing

Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures