Marieke de Mooij’s new edition of Consumer Behavior and Culture continues to explore how cultural influences can affect consumer behavior. The author uses her own model of consumer behavior to try and answer the fundamental questions about consumption – what people buy, why they buy it and how they buy.

This edition has been updated to include:

• An insight into the different roles of the internet and the growing influence of social media
• An exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception and information processing
• Updated examples throughout, including millennials as consumers and how the language of consumption can differ across cultures

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"Marketing and advertising theories tend to reflect the national culture of their author, and [tend] to assume a population of global consumers. In this book, Marieke de Mooij, an experienced world pioneer in the field of marketing and advertising, shows that global consumers do not exist; instead she focuses on consumers as real people with real differences. Knowing and understanding this variety of consumers’ cultures is an essential condition for becoming an international marketing professional"