Cultural and Social Influences on Consumer Behavior
Xuehua Wang
Gebundenes Buch

Cultural and Social Influences on Consumer Behavior

Uncertainty Avoidance, Rituals, and External Threats

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This book explores how cultural and social influences affect consumer decision making with a focus on uncertainty avoidance, rituals, and external threats. Indeed, uncertainty avoidance can exert significant influence on consumer behavior. For example, consumers in a culture with high uncertainty avoidance may show less positive attitudes towards new products than those in a culture with low uncertainty avoidance. Prior cultural research has mainly focused on how individualism/collectivism or power distance belief influences consumer attitudes and behaviors at an individual level, while seldom...