Consumer Behavior and Culture — Ebook

Consequences for Global Marketing and Advertising

Author : Marieke de Mooij
Publication : 2019-06-10
Language : English
Pages : 521
Publisher : SAGE Publications Ltd
ISBN : 9781526471604
Categories : Business & economics / International / Marketing

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

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