Culture and consumer behavior

Research output: Chapter in Book/Report/Conference proceedingChapter


In this chapter, we review academic research on how culture impacts consumer behavior and persuasion. We focus on findings related to the two most common approaches used to model the behavior of cross-cultural consumers: the cultural syndromes approach and the dynamic constructivist theory of culture. We close the chapter by outlining a future agenda for research in cross-cultural consumer behavior.

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 pages20
ISBN (Electronic)9783319650913
ISBN (Print)9783319650906
StatePublished - Jan 1 2017


  • Branding
  • Consumer behavior
  • Culture
  • Persuasion

ASJC Scopus subject areas

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


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