© 2017

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

About the editors

Hester van Herk is Professor of Cross-Cultural Marketing Research at Vrije Universiteit, Amsterdam, the Netherlands. She is an expert in consequences of personal and cultural val­ues on consumer behavior in developed and emerging markets and in cross-cultural research methodology. She is co-author of the book International and Cross-Cultural Business Research (Sage 2017). About cross-cultural and methodological topics professor Van Herk has published in journals such as Journal of Marketing Research, Journal of Cross-Cultural Psychology, Journal of International Marketing, European Journal of Marketing, Organizations and Markets in Emerging Economies, and Multivariate Behavioral Research.

Carlos J. Torelli is Professor of Business Administration, University of Illinois at Urbana-Champaign. He is an expert in cross-cultural consumer psychology and global branding. Professor Torelli is the author of Globalization, C

ulture and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization (Palgrave Macmillan 2013), and has published numerous articles in top journals in marketing and psychology. He has also served as Associate Editor at the Journal of Cross-Cultural Psychology, and currently serves as senior editor at the International Journal of Research in Marketing, as well as in the editorial board of top marketing journals.


Bibliographic information