Cross-Cultural Consumer Behavior: A Review of Research Findings

By Marieke de Mooij, G. Hofstede. Journal of International Consumer Marketing, 2011

526 citations recorded by the source corpus.

ABSTRACT Most aspects of consumer behavior are culture-bound. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus concrete thinking, categorization and information processing, as well as consumer behavior domains such as product ownership, decision making, and adoption and diffusion of innovations. Implications for global branding and advertising are included.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/527c8f91af6b6004462151e84e341152d5efb9ee

How researchers see this paper

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In Marketing

1. Jörg Matthes
2. Iris Vermeir
3. Bart Larivière
4. Johannes Knoll
5. Yves Van Vaerenbergh
6. Chiara Orsingher
7. J. Graafland

In Organizational Behavior and Human Resource Management

1. Iris Vermeir
2. Bart Larivière
3. Johannes Knoll
4. Yves Van Vaerenbergh
5. Chiara Orsingher
6. Jörg Matthes

In Social Psychology

1. Iris Vermeir
2. Johannes Knoll
3. Yves Van Vaerenbergh
4. Jörg Matthes

Citations in the corpus

• Hofstede's Cultural Dimensions and Tourist Behaviors: A Review and Conceptual Framework (2011, background): “…adm. sci., 16(31), 2011 iNtroDUctioN The subject of cross-cultural differences in consumer behavior has been the focus of numerous research studies in the field of marketing (Beatty, Lynn, & Pamela,1991; Mooij & Hofstede, 2011; Manrai & Manrai, 1996, 2011; Plummer, 1977; Watkins & Lin, 1996).”
• A Meta-Analysis of Relationships Linking Service Failure Attributions to Customer Outcomes (2014, background): “These cultures might be more inclined to actively acquire information and to engage in negative word of mouth to in-group members (de Mooij and Hofstede 2011).”
• The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “Because a lot of aspects of consumer behavior are culture-bound, culture-adequate methods are urgently needed (de Mooij and Hofstede 2011).”