Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of internationa

What makes consumers behave as they do? Just as demographics examine the “who” of consumer behavior, psychographics examine the “why”. Psychographics sh

This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global mar

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct