Mapping cultural values for global marketing and advertising

Date of publication: September 1, 1999


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.

Marieke de Mooij


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Research Papers

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Research Papers

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