Cross Cultural Issues in Consumer Science and Consumer Psychology

Current Perspectives and Future Directions

  • Hester van Herk
  • Carlos J. Torelli

Table of contents

  1. Front Matter
    Pages i-vi
  2. Robbert Maseland, André van Hoorn
    Pages 7-32
  3. Nancy Wong, Julie Anne Lee
    Pages 33-48
  4. Carlos J. Torelli, María A. Rodas, Pascale Lahoud
    Pages 49-68
  5. Hester van Herk, Ype H. Poortinga
    Pages 69-88
  6. Katharina Petra Zeugner-Roth
    Pages 111-128
  7. Zeynep Gürhan-Canli, Ceren Hayran, Gülen Sarial-Abi
    Pages 129-147
  8. Hans Baumgartner, Bert Weijters
    Pages 169-190
  9. Hester van Herk, Ronald Fischer
    Pages 191-211
  10. Hester van Herk, Carlos J. Torelli
    Pages E1-E1
  11. Back Matter
    Pages 213-218

About this book


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.


international business diversity in the workplace international trade culture relativity of theories human values culture and the self culture and persuasion priming culture culture and branding culture change and value change acculturation methodology in cross cultural research culture and consumer behavior

Editors and affiliations

  • Hester van Herk
    • 1
  • Carlos J. Torelli
    • 2
  1. 1.School of Business and Economics, Department of MarketingVrije Universiteit AmsterdamAmsterdamThe Netherlands
  2. 2.University of Illinois at Urbana-ChampaignChampaignUSA

Bibliographic information