Cross-Cultural Psychology of Consumer Behavior
Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Koo, M. and Shavitt, S. 2010. Cross-Cultural Psychology of Consumer Behavior. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
This chapter reviews the major cultural constructs of individualism/collectivism, independent/interdependent self-construal, and analytic-holistic thinking, and the cognitive processes and behaviors associated with these distinct cultural categories. It also reviews the implications of these distinctions for processes and outcomes relevant to the consumer context such as preferences, judgments, decision making, purchase behavior, and the persuasiveness of advertising appeals.
- cross-cultural psychology;
- cross-cultural consumer behaviour;
- independent-interdependent self-construals;
- analytic-holistic thinking