Cross-Cultural Psychology of Consumer Behavior

Minkyung Koo, Sharon Shavitt

Research output: Chapter in Book/Report/Conference proceedingChapter


This chapter reviews the major cultural constructs of individualism/collectivism, independent/interdependent self‐construal, and analytic‐holistic thinking, and the cognitive processes and behaviors associated with these distinct cultural categories. It also reviews the implications of these distinctions for processes and outcomes relevant to the consumer context such as preferences, judgments, decision making, purchase behavior, and the persuasiveness of advertising appeals.
Original languageEnglish (US)
Title of host publicationWiley International Encyclopedia of Marketing
EditorsJagdish Sheth, Naresh Malhotra
PublisherJohn Wiley & Sons, Ltd.
ISBN (Electronic)9781444316568
ISBN (Print)9781405161787
StatePublished - Dec 15 2010


  • cross‐cultural psychology
  • cross‐cultural consumer behaviour
  • independent‐interdependent self‐construals
  • individualism‐collectivism
  • analytic‐holistic thinking


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