Gelbrich, Katja; Müller, Stefan; Westjohn, Stanford A. - 2023
-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase …, Cross-Cultural Consumer Behavior explains why and how cultural values such as individualism, indulgence, or uncertainty … avoidance influence consumers' buying behavior. With a balanced approach, the book explores not only how cultural differences …