Abstract:
This paper presents evidence that consumer behaviour varies with cultural patterns and that this variance is stable over time and will become increasingly manifest. Consumption behaviour, decision making, media behaviour and advertising behaviour are culture-bound and are expected to remain culture bound since values of national culture are stable. Others have demonstrated the stability of values of national culture.
This could also be of interest:
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Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Marieke de Mooij
 
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Research Papers
Cultural values in market and opinion research
Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Hans L. Zetterberg
 
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Research Papers
Global advertising
Catalogue: ESOMAR/ARF/JMA Conference 1990: America, Japan and EC '92
Author: Peter Klein
 
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