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Consumer behavior and culture : consequences for global marketing and advertising / Marieke de Mooij.

Mooij, Marieke K. de, 1943- (författare)

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  • Mooij, Marieke K. de: Consumer behavior and culture.
ISBN 9781412979900
2nd edition.
Publicerad: Thousand Oaks : SAGE Publications, 2011
Copyright: ©2011
Engelska xv, 403 pages
  • Bok
Innehållsförteckning Sammanfattning Ämnesord
Stäng  
  • 1. Consumer behavior across cultures -- Global consumers in a global village? -- Globalization and global consumer culture -- Converging and diverging consumer behavior -- Post-scarcity societies and the culture paradigm -- Global communities? -- New media -- Universalism -- Sense of history -- Branding and advertising: from global to multi-local -- Consumer behavior -- Model of cross-cultural consumer behavior -- 2. Values and culture -- Values -- The desirable and the desired -- Values are enduring -- Values in marketing -- Culture defined -- Comparing cultures -- The Emic and the Etic -- Measuring cultural values -- Individual and culture levels -- National cultures -- Dimensions of culture -- Relationship of man with nature -- High-context communication culture and low-context communication culture -- Dimensions of time -- Closure -- Time is linear or circular -- Monochronic and polychronic time -- Hofstede: five dimensions of national culture -- Power distance -- Individualism/collectivism -- Masculinity/femininity or the gender of nations (tough versus tender) -- Uncertainty avoidance -- Long-/short-term orientation -- Validation -- Schwartz: seven value types or motivational domains -- Autonomy (intellectual or affective) versus embeddedness -- Hierarchy versus egalitarianism -- Mastery versus harmony -- Overlap with the Hofstede dimensions -- Comparing dimensional models -- Application to consumer behavior -- Culture relationships -- 3. Convergence and divergence in consumer behavior -- Convergence theory -- Modernization -- Convergence: macro and micro level -- Convergence/divergence in consumer behavior -- National wealth as an explaining variable -- Over time, culture replaces income as an explanatory variable -- Radios, TV sets, and cars -- Information technology -- With increased wealth, cultural values become manifest -- Urbanization -- Urbanization and housing -- Urbanization and retail structure -- Population density -- Education -- Age distribution -- Household and family -- social class -- Ethnicity -- Climate -- Consumer behavior, national wealth, and culture -- The concept of the rational consumer -- Engel's Law.
  • 4. The consumer : attributes -- The concept of self -- Self-concept and branding -- Self-concept and advertising -- Self-enhancement and self-esteem -- Personality -- The brand personality concept -- Personal traits -- Identity and image -- The body and identity -- Corporate identity, brand identity, and brand image -- Attitude -- Attitude and behavior -- Attitudes toward food -- Attitudes toward health -- Attitudes toward consumption: materialism -- National pride and consumer ethnocentrism -- Attitudes toward country of origin -- Attitudes toward the environment -- Sex- and love-related attitudes -- Lifestyle -- 5. Social processes -- Motivation, needs, and drives -- Freud -- Maslow -- McClelland -- culture-related consumer needs and motives -- The status motive -- Face -- Green motives, t he environment -- Purity -- Convenience -- Car-buying motives -- Emotion -- Emotion and language -- Expression of emotions -- Recognition and judgement of expressions of emotions -- Display rules -- Emotion-eliciting events -- Emotions in advertising -- Emotional versus rational advertising -- Facial expressions: application to advertising -- Group processes -- Family and relationships: parents-children -- Conformity -- Inner-, outer-directedness -- Public and private self-consciousness -- Public and private space -- Appearance -- Reference groups -- Opinion leaders -- 6. Mental processes -- Cognition and cognitive styles -- Learning and memory -- Cognition and affect -- Cognitive and affective components of attitudes toward food -- Cognitive dissonance -- Language -- Language, perception, and memory -- Language in advertising and value studies -- Foreign language speaking and understanding -- Categorization -- Perception -- Selective perception -- Aesthetic experience -- Color perception -- Aesthetic preferences: paintings and music -- Field dependency -- The creative process -- Attribution -- Locus of control -- Information processing -- Processing advertising -- Western bias in cross-cultural analysis of advertising -- Processing visual images -- Processing foreign words -- Involvement theory -- Consumer decision-making styles -- Business decision making -- 7. Culture, communication, and media behavior -- Communication and culture -- Communication styles -- Verbal styles -- Nonverbal styles -- Interpersonal communication styles -- Communication and the electronic media -- Mass communication styles -- Advertising styles -- Direct versus indirect communication -- Mapping advertising styles -- Purpose of advertising -- Web communication styles -- Media behavior -- Television -- Radio -- Press media -- The Internet -- Responses to marketing communications -- Responses to sales promotions -- Responses to advertising -- Acceptance of advertising in general -- Consumers' relationships with the media -- Advertising appeals -- Brand communications across cultures -- Value structure maps -- Future of global advertising -- 8. Consumer behavior domains -- Product acquisition, usage, and ownership -- Food and beverages -- Processed food -- Soft drinks -- Mineral water -- Coffee and tea -- Alcoholic beverages -- Cigarettes -- Nondurable household products -- Personal care and cosmetics -- Clothing and footwear -- Household appliances -- Consumer electronics and personal computers -- Telecommunications -- Luxury articles -- Cars -- Leisure -- Leisure activities -- Pets -- Finance -- Shopping and buying behavior -- Complaining behavior -- Brand loyalty -- Adoption and diffusion of innovations -- Predicting market development across cultures.
  • De Mooij argues that differences in consumer behaviour across countries are not decreasing, but increasing. This book provides empirical evidence that the need to understand culture to explain differences in consumer behaviour is greater than ever. 

Ämnesord

Marketing.  (LCSH)
Consumer behavior  -- Cross-cultural studies. (LCSH)
Consumers  -- Psychology. (LCSH)
Consumer behavior.  (fast)
Marketing.  (fast)
Consumers  -- Psychology. (fast)

Genre

Cross-cultural studies.  (fast)

Klassifikation

HF5415.32 (LCC)
658.8/342 (DDC)
Qblbmd (kssb/8 (machine generated))
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