Handbook of Culture and Consumer Behavior

ISBN : 9780199388523

Sharon Ng; Angela Y. Lee
368 Pages
159 x 234 mm
Pub date
May 2015
Send mail

Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.


Chapter 1: History of Culture and Consumer Behavior and Future Research Directions
Sharon Ng and Angela Y. Lee
Part I: Worldview, Knowledge Structure, and Emotion
Chapter 2: Cultural Worldview and Cognition
Virginia S. Y. Kwan, Yexin J. Li, Andrew E. White, and Ryan P. Jacobson
Chapter 3: Cultural Differences in Procedural Knowledge and Their Impact on Consumer Behavior
Robert S. Wyer, Jr.
Chapter 4: Consumer Behavior, Culture, and Emotion
Jeanne L. Tsai, Louise Chim, and Tamara Sims
Chapter 5: Categories of Cultural Variations
Sharon Shavitt and Minkyung Koo
Part II: Attitudes, Persuasion, and Response Biases
Chapter 6: Culture and Persuasion
Nidhi Agrawal
Chapter 7: The Effects of Self-Construal Fit on Motivation, Attitudes, and Charitable Giving
Angela Y. Lee and Tonya Williams Bradford
Chapter 8: Response Biases in Cross-Cultural Measurement
Hans Baumgartner and Bert Weijters
Part III: Branding and Brand Relationships
Chapter 9: Culture, Emotions, and Nation Equity
Cathy Yi Chen, Durairaj Maheswaran, Jie Wei, and Prashant Saxena
Chapter 10: Globalization and Exclusionary Responses to Foreign Brands
Dongmei Li, Robert Kreuzbauer, and Chi-yue Chiu
Chapter 11: Culture and Branding
Sharon Ng, Rohini Ahluwalia, and Michael J. Houston
Chapter 12: Culture and Brand Relationships
Zeynep Gurhan-Canli and Gulen Sarial-Abi
Chapter 13: Culture and Brand Iconicity
Carlos J. Torelli and Shirley Y. Y. Cheng
Part IV: Culture and Consumption
Chapter 14: Culture and Materialism
Russell Belk
Chapter 15: Culture, Self-Regulation, and Impulsive Consumption
Akshay Rao

About the author: 

Sharon Ng is Associate Professor of Marketing in Nanyang Business School at Nayang Technological University (NTU) and a fellow in the Institute on Asian Consumer Insights. She received her PhD from the University of Minnesota and has published in the top marketing journals, such as the Journal of Marketing Research and Journal of Consumer Research. Her research focuses on culture, branding, and sustainability issues. She was named the 2009 MSI Young Scholar by the Marketing Science Institute and was also awarded the Nanyang Excellence in Teaching Award in 2009 and Researcher of the Division Award in 2006, 2008, and 2010 by NTU. She sits on the editorial board of the Australasian Marketing Journal and reviews regularly for the top marketing and psychology journals.; Angela Y. Lee is a consumer psychologist and the Mechthild Esser Nemmers Professor of Marketing at the Kellogg School of Management at Northwestern University. Her expertise is in consumer learning, emotions, and goals, and her research focuses on the conscious and nonconscious influences of memory, consumer motivation, and cross-cultural consumer psychology. Her publications appear in leading journals in marketing as well as in psychology, and she is the coeditor of Kellogg on China (Northwestern University Press, 2004). She was the recipient of the 2006 Stanley Reiter Best Paper Award for her research on self-regulation and persuasion, and the 2002 Otto Klineberg Award for the best paper on international and intercultural relations. She was formerly the president of the Association for Consumer Research and currently serves on the board of the American Marketing Association as well as on the editorial boards of the Journal of Consumer Research and the Journal of Marketing Research.

The price listed on this page is the recommended retail price for Japan. When a discount is applied, the discounted price is indicated as “Discount price”. Prices are subject to change without notice.