Consumer Behavior and Culture

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The book delves into the intricacies of consumer behavior by presenting a unique model that emphasizes the role of culture in shaping individual identity, personality, and interpersonal relationships. Marieke de Mooij explores fundamental questions about consumption, offering insights into how cultural factors influence consumer choices and behaviors. This edition provides a comprehensive understanding of the connections between culture and consumption, making it a valuable resource for those interested in marketing and consumer psychology.