Cross-Cultural Consumer Psychology

Sharon Shavitt, Angela Y. Lee, Timothy P. Johnson

Research output: Chapter in Book/Report/Conference proceedingChapter


Every year, multinational companies spend billions of dollars in marketing their products around the world. Some of this money is wasted or, worse, actually damages the marketer’s reputation through cultural or linguistic faux pas (e.g., Ricks, 1983). As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market e ectively to consumers who have di erent cultural values has never been more acute. us, it is no surprise that in the last ten to 15 to 20 years, culture has rapidly emerged as a central focus of research in consumer psychology.

Original languageEnglish (US)
Title of host publicationHandbook of Consumer Psychology
PublisherTaylor and Francis
Number of pages29
ISBN (Electronic)9781136676215
ISBN (Print)9780805856033
StatePublished - Jan 1 2018

ASJC Scopus subject areas

  • General Psychology


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