Bøger af Chi-Yue Chiu

As the speed of globalization accelerates, world cultures are more closely connected to each other. This volume offers a theoretical perspective to organize seemingly disparate research evidence into a coherent body of psychological knowledge. It is intended for senior undergraduate and graduate courses on psychology and culture, and others.

Explains the importance of cultural literacy in marketing, and why a solid understanding is vital to successful international marketing efforts. The authors use a conceptual and empirical framework for analysing how culture affects consumer behaviours, and provide seven steps for understanding the influence of culture on consumer behaviours.