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Difficult to find the right textbook for a course in consumer behaviour and culture. However, this was the best we could find. Material, examples, and facts somewhat outdated though, but Hofstede's framework on cultural dimensions creates a good foundation for this text book and its theories.
Nice culmination of information for my new PG International Marketing and Customers module
I like the book and its richness to combine, culture and consumer behaviour.
It is an essential supplementary book for my course. However, for the courses that has culture as a core part i would recommend the book.
The book gives a good basis for the better understanding of consumer behavior theories through cultural examples. The structure is clear and figures help digesting the psychological oriented themes as well. It will be a good help for the students' project work and supporting thesis work.
This book provides great insights for students as well as scholars interested in the field of consumer behaviour in a marketing or advertising context.
we are using Global Marketing and Advertising of de Mooij
Useful, particularly as my course adopts cultural perspectives.
The focus on culture and core consumer behavior theories with around-the-world applications might bring more in-depth and interesting discussions than the other book, Global Marketing and Advertising: Understanding Cultural Paradoxes, which students found harder to understand.
Good examples and case studies. Has feature already in lectures.
for MA thesis projects Buisiness communication, please let me know if you need detailed comments/experiences
Utilized as supplementary text for content regarding consumer culture
Already existing recommended book - happy to incorporate into own teaching and recommend to students.
This is quite similar to the other book by the same author, Global Marketing and Advertising. As its partner book, Consumer behavior and Culture provides valuable insights into the relationships between culture and behaviour. I would make similar comments on the layout and presentation that I made for the other book, it is a bit uninspiring, in an area that could be easily supplimented with colourful visual images, which would have a much better impact than the black and white illustrations.
The only book I know, which covers the cultural foundations of consumer behavior in detail. I can recommend this book for every course on consumer behavior or for seminars on international marketing as well as a starting literature for students working on their masters thesis in that field.
It is informative but I can not use it as a core book for the purpose I want. However, I find it repeats a lot of from her other book on Advertising Appeals (i think) which I use and may recommend as a core text book next semester.
+ Very clear and concise. But comprehensive on the issues. Easy to follow for students.
- Lacking visuals (ads, pictures of products..)
It is too similar to my present textbook (gobal marketing and advertising of the same author). I will suggest it as a way to go deeper in the subject to the students that are interested in knowing more.
Book will be used during the 2011 - 2012 course
The book is good supplement reference in international marketing course.