In the past couple of decades, research investigating the role of culture on consumer preferences and choices has gained an increased attention. Our goal in this chapter is to provide a timeline for the cross-cultural consumer research. We specifically suggest that cross-cultural consumer research has gone through three stages: (1) introduction stage during late 1990s, (2) growth stage in early 2000s, and (3) maturity stage in early 2010s. Furthermore, we discuss what lies ahead in cross-cultural consumer research.

Multiple shades of culture: insights from experimental consumer research

Sarial-Abi, Gulen;
2017

Abstract

In the past couple of decades, research investigating the role of culture on consumer preferences and choices has gained an increased attention. Our goal in this chapter is to provide a timeline for the cross-cultural consumer research. We specifically suggest that cross-cultural consumer research has gone through three stages: (1) introduction stage during late 1990s, (2) growth stage in early 2000s, and (3) maturity stage in early 2010s. Furthermore, we discuss what lies ahead in cross-cultural consumer research.
2017
9781315526928
Solomon, Michael R.; Lowrey, Tina M.
The Routledge companion to consumer behavior
Gurhan-Canli, Zeynep; Sarial-Abi, Gulen; Hayran, Ceren
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/4001965
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 1
  • ???jsp.display-item.citation.isi??? ND
social impact