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Consumer Behavior and Culture

Consumer Behavior and Culture
Consequences for Global Marketing and Advertising

Third Edition
Additional resources:

June 2019 | 472 pages | SAGE Publications Ltd

Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy.

This edition has been updated to include:

  • An insight into the different roles of the internet and the growing influence of social media
  • An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing
  • Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures
Chapter 1: Consumer Behavior Across Cultures
Chapter 2: Values and Culture
Chapter 3: Convergence and DIvergence in Consumer Behavior
Chapter 4: The Consumer: Attributes
Chapter 5: Social Processes
Chapter 6: Mental Processes
Chapter 7: Culture, Communication, and Media Behavior
Chapter 8: Consumer Behavior Domains


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Lecturers can log in to access:

·         Videos of different adverts from around the world.

·         Chapter discussions.

·         PowerPoint slides.

"Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers’ cultures is an essential condition for becoming an international marketing professional"


Geert Hofstede
Maastricht University
Author of Culture’s Consequences

This is a really interesting book - absolutely essential

Dr Katherine Casey
Kent Business School, University of Kent
October 5, 2021

Nice integrating work, a good basis for students writing papers in the subject area to get acquainted with issues.

Professor Pierre Rafih
Business Psychology, Hochschule für Angewandtes Management
December 13, 2019

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ISBN: 9781544318165

ISBN: 9781544318158