Cross cultural issues in consumer science and consumer psychology: Current perspectives and future directions

Hester van Herk, Carlos J. Torelli

Research output: Chapter in Book/Report/Conference proceedingChapter


This integrative volume identifies and defines cross-cultural issues in consumer psychology and consumer science as the world becomes an increasingly global marketplace. An international panel of experts analyzes current trends in consumer behavior across diverse countries worldwide and across cultural groups within countries, depicting commonly-used cross-cultural frameworks and research methods. Beginning with conceptualizing and quantifying culture at the national level, the volume then moves to individual levels of analysis of consumer decision-making, examining consumer data as they affect business decisions in marketing products internationally. The resulting work synthesizes the consumer science, international business, and consumer psychology literatures for a deeper understanding of all three disciplines and pathways to future research as cultures interact and tastes evolve. Among the topics covered: Culture as a driver of individual and national consumer behavior. Consumer culture-based attitudes toward buying foreign versus domestic products. Country-of-origin effects: consumer perceptions of international products. The roles of cultural influences in product branding. Cultural aspects of consumer-brand relationships. Consumer behavior in the emerging marketplace of subsistence countries. This attention to both national detail and individual nuance makes Cross-Cultural Issues in Consumer Science and Consumer Psychology an instructive and highly useful reference for scholars and students in consumer psychology, cross-cultural psychology, marketing, international business, as well as professionals in these areas.

Original languageEnglish (US)
Title of host publicationCross Cultural Issues in Consumer Science and Consumer Psychology
Subtitle of host publicationCurrent Perspectives and Future Directions
Number of pages218
ISBN (Electronic)9783319650913
ISBN (Print)9783319650906
StatePublished - Jan 1 2017


  • Acculturation
  • Culture and branding
  • Culture and consumer behavior
  • Culture and persuasion
  • Culture and the self
  • Culture change and value change
  • Culture relativity of theories
  • Diversity in the workplace
  • Human values
  • International business
  • International trade
  • Methodology in cross cultural research
  • Priming culture

ASJC Scopus subject areas

  • Psychology(all)
  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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