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Research papers

Mapping cultural values for global marketing and advertising

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...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Author: Marieke de Mooij
September 1, 1999

Research papers

Mapping cultural values for global marketing and advertising

In the globalization debate the argument is that countries will converge with respect to cultural values. This paper demonstrates that the more countries converge with respect to income, the more they diverge with respect to the manifestation of...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Marieke de Mooij
September 1, 1997