This course compares various cultural models that are often used to explain contemporary consumer behavior, with focus on the Hofstede model. Convergence and divergence of consumption, national income, and sociodemographic variables are discussed as drivers that significantly impact consumer behavior. The course also elaborates on personal attributes, social processes and mental processes as important factors for marketing communications, as well as for enabling a proper understanding of consumer behavior. In addition, various relevant communication theories and advertising styles are discussed, taking into consideration differences in media usage, both classic and electronic.

After completing this course, the student will be able to:

1. Understand the impact of culture on consumer behavior.
2. Evaluate various cultural models to explain consumer behavior.
3. Assess the various factors that may impact contemporary consumer behavior.
4. Discuss theories and concepts associated with consumer behavior.
5. Demonstrate how digital technologies can drive consumer behavior.
6. Develop awareness of different advertising styles and media usage.

1. Consumer Behavior across Cultures
2. Values and Culture
3. Convergence and Divergence in Consumer Behavior
4. Consumer Attributes
5. Social Processes
6. Mental Processes
7. Culture, Communication, and Media Behavior

De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, CA: SAGE Publications Limited.

• ❖  Solomon, M. R., White, K., Dahl, D. W., Zaichkowsky, J. L. and Polegato, R. (2017). Consumer behavior: Buying, having, and being. Boston, MA: Pearson.
• ❖  Mandel, N., Rucker, D. D., Levav, J. and Galinsky, A. D. (2017). The compensatory consumer behavior model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology. Volume 27 (1), pp. 133-146.
• ❖  Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology. Volume 10, pp. 17-21.
• ❖  Hofacker, C. F., E. C. Malthouse, and F. Sultan. 2016. Big data and consumer behavior: Imminent opportunities. Journal of Consumer Marketing Volume 33 (2), pp. 89–97.
• ❖  Mathras, D., Cohen, A. B., Mandel, N. and Mick, D. G. (2016). The effects of religion on consumer behavior: A conceptual framework and research agenda. Journal of Consumer Psychology. Volume 26(2), pp. 298-311.
• ❖  Zeugner-Roth, K. P., Žabkar, V. and Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of international marketing, Volume 23(2), pp. 25-54.
• ❖  Cummins, S., Peltier, J. W., Schibrowsky, J. A. and Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, Volume 8(3), pp. 169-202.