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Consumer Behavior and Culture: Consequences for Global Marketing and Advertising, by Marieke de Mooij
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The Second Edition of this popular text brings up-to-date Marieke de Mooij's important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students―tomorrow's marketing professionals―to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition's discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
- Sales Rank: #871049 in Books
- Brand: Brand: SAGE Publications, Inc
- Published on: 2010-09-29
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .70" w x 7.30" l, 1.40 pounds
- Binding: Paperback
- 424 pages
- Used Book in Good Condition
Review
"Marieke de Mooij shows that American theories of consumer behavior do not necessarily apply abroad. Her national consumption data are an unobtrusive measure of national cultures. She has made marketing students discover culture, and her work should make cross-cultural psychologists discover the consumer as an informant."
(Geert Hofstede)"Prof. De Mooij helps the reader navigate unknown landscapes through interesting anecdotes. Where she goes beyond anecdotes, are the solid analyses around a well-tested statistical model for understanding cultures. Dr de Mooij has written a timely book, one that adds tremendously to informed debate on what culture means for consumption. For practitioners, be they in academia or business, it demonstrates once again exactly how rich insights can be extracted from rigorous data. It is an exhortation to go beyond the first conclusion that springs to mind. Finally, as citizens of a rapidly developing country , all Indian readers would be grateful to the author for asserting what we have always thought but have seldom been encouraged to believe that we are representatives of unique history, heritage and culture. And that being Indian is not a cause for being defensive on the Global Arena." (Sushobhan Mukherjee 2007-05-09)
About the Author
Marieke de Mooij, Ph.D. (Netherlands), is a consultant in cross-cultural communications, as well as a retired profesora associada of international advertising at the University of Navarra in Spain and visiting professor at several universities across the world. She is the author of several academic publications on the influence of culture on marketing and advertising. She has also authored books on culture and consumer behavior as well as culture and communication theory worldwide.
Most helpful customer reviews
15 of 15 people found the following review helpful.
Handbook for global marketers
By Alex Pun
Consumer Behavior and Culture-Consequences for Global Marketing and Advertising is a handbook for all global marketers and the researches that did the cross cultural research especially in consumer behavior. As the author, Marieke de Mooij is the fellow of Hofstede, in this book therefore, mostly the Hofstede: Five Dimensions of National Culture is fully explained and utilized. De Mooij tried to explain every aspect in consumer behavior by these dimension, especially individualism vs collectivism, power distance, uncertainty avoidance. For marketers, understand these three dimensions can understand the characteristic of the value, lifestyle and even the attitude towards the objects.
This book unlike other consumer behavior textbook, it does not only describe the basic consumer behavior theories and models but also have lots of application and more focus on culture aspects.
De Mooij also provides lots of examples and successful cases to illustrate the concept. And some positioning maps are also used especially the country positioning. She has tried to use the map to illustrate the culture feature in different countries, such approaches can help marketers to compare the distance among different countries and learn how to adjust and localize their strategies in specific market.
Moreover, the author specific designs some chapters for global marketers. In those chapters, marketers can learn the characteristic of that market customers, and how to base on that unique feature to design the marketing strategies i.e. brand, product and price and advertising strategies i.e. media.
For researcher, this is a good book, the author has described the research methodology for culture-comparison, other than that, she has collected lots of secondary data to support the new data, therefore, the knowledge provided is very comprehensive. In every category like clothing, coffee and automobile, she also mentioned some tips for researchers to do research in that specific area. Some limitations of existing research findings are raised, which help the researches to remind some major limitations and the room for future research.
Overall speaking, the content is very comprehensive, and the description and analysis are good enough for readers to understand the concepts. Moreover, the main points and the sub points are clearly defined, which bring lots of convenient to the readers.
In conclusion, Consumer Behavior and Culture is a handbook for marketers and researchers, and at this moment, there is no other books can substitute it.
0 of 0 people found the following review helpful.
Good book
By Amazon Customer
Useful in understanding the consumer mindset in different culture.
1 of 2 people found the following review helpful.
Very Informative
By Radsamoan
Book is great! It's everything my teacher said it would be. It has a lot of fun facts and stats to go along with it. The chapters can be somewhat lengthy but are typical for a psychology course
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