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| Preface | |
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| Consumer Behavior Across Cultures | |
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| Global Consumers in a Global Village? | |
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| Globalization and Global Consumer Culture | |
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| Post-Scarcity Societies and the Culture Paradigm | |
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| Global Communities? | |
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| New Media | |
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| Universalism | |
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| Sense of History | |
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| Branding and Advertising: From Global to Multi-Local | |
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| Consumer Behavior | |
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| A Model of Cross-Cultural Consumer Behavior | |
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| Organization of the Book | |
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| Conclusion | |
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| Values and Culture | |
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| Values | |
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| Culture Defined | |
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| Comparing Cultures | |
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| National Cultures | |
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| Dimensions of Culture | |
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| Relationship of Man With Nature | |
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| High-Context Communication Culture and Low-Context Communication Culture | |
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| Dimensions of Time | |
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| Hofstede: Five Dimensions of National Culture | |
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| Schwartz: Seven Value Types or Motivational Domains | |
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| Comparing Dimensional Models | |
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| Application to Consumer Behavior | |
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| Culture Relationships | |
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| Conclusion | |
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| Convergence and Divergence in Consumer Behavior | |
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| Convergence Theory | |
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| Modernization | |
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| Convergence: Macro and Micro Level | |
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| Convergence-Divergence in Consumer Behavior | |
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| National Wealth as an Explaining Variable | |
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| Over Time Culture Replaces Income As an Explanatory Variable | |
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| With Increased Wealth Cultural Values Become Manifest | |
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| Other Measurement Variables | |
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| Urbanization | |
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| Population Density | |
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| Education | |
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| Age Distribution | |
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| Household and Family | |
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| Social Class | |
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| Ethnicity | |
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| Climate | |
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| Consumer Behavior, National Wealth, and Culture | |
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| Conclusion | |
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| The Consumer: Attributes | |
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| The Concept of Self | |
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| Implications for Marketing, Branding, and Advertising | |
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| Self-Enhancement and Self-Esteem | |
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| Personality | |
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| The Brand Personality Concept | |
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| Personal Traits | |
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| Brand Personality Traits | |
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| Identity and Image | |
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| Corporate Identity, Brand Identity and Brand Image | |
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| Attitude | |
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| Attitude and Behavior | |
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| Lifestyle | |
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| Conclusion | |
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| Social Processes | |
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| Motivation, Needs, and Drives | |
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| Culture-Related Consumer Needs and Motives | |
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| Emotion | |
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| Emotions in Advertising | |
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| Group Processes | |
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| Family and Relationships Parents-Children | |
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| Conformity | |
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| Public and Private Space | |
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| Reference Groups | |
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| Opinion Leaders | |
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| Conclusion | |
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| Mental Processes | |
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| Cognition and Cognitive Styles | |
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| Learning and Memory | |
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| Cognition and Affect | |
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| Language | |
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| Categorization | |
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| Perception | |
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| The Creative Process | |
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| Attribution | |
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| Locus of Control | |
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| Information Processing | |
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| Involvement Theory | |
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| Decision Making | |
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| Conclusion | |
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| Culture, Communication and Media Behavior | |
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| Communication and Culture | |
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| Communication Styles | |
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| Mass Communication Styles | |
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| Advertising Styles | |
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| Web Communication Styles | |
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| Media Behavior | |
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| The Internet | |
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| Responses to Marketing Communications | |
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| Brand Communications Across Cultures | |
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| The Future of Global Advertising | |
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| Conclusion | |
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| Consumer Behavior Domains | |
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| Product Acquisition, Usage, and Ownership | |
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| Food and Beverages | |
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| Nondurable Household Products | |
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| Personal Care and Cosmetics | |
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| Clothing and Footwear | |
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| Household Appliances | |
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| Consumer Electronics and Personal Computers | |
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| Telecommunications | |
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| Luxury Articles | |
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| Cars | |
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| Leisure | |
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| Shopping and Buying Behavior | |
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| Complaining Behavior | |
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| Brand Loyalty | |
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| Adoption and Diffusion of Innovations | |
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| Predicting Market Development Across Cultures | |
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| Conclusion | |
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| GNI/Capita 2001 (US$) and Hofstede Country Scores for 64 Countries | |
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| Data Sources | |
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| Name Index | |
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| Subject Index | |
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| About the Author | |