Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding in turn can provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture.The book begins with a conceptual model of the effect of culture on consumer behavior, with the components and consequences of the cultural influences clearly identified in terms of social, personal, and psychological factors. The following chapters discuss general issues related to globalization and standardization, present conceptual approaches to propositions relating to multicultural contexts, and address consumer complaining behavior and responses to advertising. There are five chapters on empirical and methodological studies conducted in specific pairs of countries, with data obtained from Canada, Denmark, Japan, Germany, Poland, Romania, and the United States. In presenting readers with new information, Global Perspectives in Cross-Cultural and Cross-National Consumer Research spans these specific topics:
- the nature of cultural influence on consumer behavior
- globalization versus customization of international marketing strategy
- individualism versus collectivism
- right versus left symbolism
- product involvement
- consumer response to information technology
- interdependent versus independent cultures
The contributors are well-known scholars in the international/cross-cultural marketing field; their chapters present state-of-the-art developments in this area. The coverage of the material is interdisciplinary in nature and is likely to benefit a broad audience, especially academic researchers in international or cross-cultural consumer research and librarians of research-oriented schools, universities, or organizations.
Table of Contents
Introduction (Erdener Kaynak)
- Current Issues in the Cross-Cultural and Cross-National Consumer Research
- Hyperreality and Globalization: Culture in the Age of Ronald McDonald
- The Key to Successful Euromarketing: Standardization or Customization?
- Collectivism, Individualism, and In-Group Membership: Implications for Consumer Complaining Behaviors in Multicultural Contexts
- An Investigation of Construct Validity and Generalizability of the Self-Concept: Self-Consciousness in Japan and the United States
- German and American Consumer Orientations to Information Technologies: Implications for Marketing and Public Policy
- Value Differences Between Polish and Romanian Consumers: A Caution Against Using a Regiocentric Marketing Orientation in Eastern Europe
- Measuring Values in International Settings: Are Respondents Thinking “Real” Life or “Ideal” Life?
- The Search for Universal Symbols: The Case of Right and Left
- Consumer Advertising in Germany and the United States: A Study of Sexual Explicitness and Cross-Gender Contact
- Reference Notes Included