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Cross-Cultural Psychology of Consumer Behavior

Part 3. Consumer Behavior

  1. Minkyung Koo,
  2. Sharon Shavitt

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03041

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. University of Illinois, Urbana-Champaign, IL, USA

Publication History

  1. 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;
  • individualism-collectivism;
  • analytic-holistic thinking