Most aspects of consumer behavior are culture-bound. This article reviews the cultural
relationships with the self, personality, and attitude, which are the basis of consumer behavior models
and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer
behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus
concrete thinking, categorization and information processing, as well as consumer behavior domains
such as product ownership, decision making, and adoption and diffusion of innovations. Implications
for global branding and advertising are included.
Most aspects of consumer behavior are culture-bound. This article reviews the cultural
relationships with the self, personality, and attitude, which are by Apps Hat Mini"> the basis of consumer behavior models
and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer
behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus
concrete thinking, categorization and information processing, as well as consumer behavior domains
such as product ownership, decision making, and adoption and diffusion of innovations. Implications
for global branding and advertising are included.
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