CITESTE MAI MULT
Detalii
Descriere RO
This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behavior across diverse countries worldwide and across cultural groups within countries, depicting commonly-used cross-cultural frameworks and research methods. Beginning with conceptualizing and quantifying culture at the national level, the volume then moves to individual levels of analysis of consumer decision-making, examining consumer data as they affect business decisions in marketing products internationally. The resulting work synthesizes the consumer science, international business, and consumer psychology literatures for a deeper understanding of all three disciplines and pathways to future research as cultures interact and tastes evolve.
Among the topics covered:
Culture as a driver of individual and national consumer behavior.
Consumer culture-based attitudes toward buying foreign versus domestic products.
Country-of-origin effects: consumer perceptions of international products.
The roles of cultural influences in product branding.
Cultural aspects of consumer-brand relationships.
Consumer behavior in the emerging marketplace of subsistence countries.
This attention to both national detail and individual nuance makes Cross-Cultural Issues in Consumer Science and Consumer Psychology an instructive and highly useful reference for scholars and students in consumer psychology, cross-cultural psychology, marketing, international business, as well as professionals in these areas.
EdituraSpringer International Publishing AG
Dimensiuni235 x 155
Data Publicarii23/06/2018
Format
Necartonata
Numar pagini218
Aceasta este o carte in limba engleza. Descrierea cartii (tradusa din engleza cu Google Translate) este in limba romana din motive legale.
Acest volum integrativ identifica si defineste problemele interculturale din psihologia consumatorului si stiinta consumatorului pe masura ce lumea devine o piata din ce in ce mai globala. Un grup international de experti analizeaza tendintele actuale ale comportamentului consumatorilor in diverse tari din intreaga lume si in cadrul grupurilor culturale din tari, prezentand cadre interculturale si metode de cercetare utilizate in mod obisnuit.