An integrative framework for cross‐cultural consumer behavior
Abstract
The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross‐cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross‐cultural psychology tradition.
Keywords
Citation
Luna, D. and Forquer Gupta, S. (2001), "An integrative framework for cross‐cultural consumer behavior", International Marketing Review, Vol. 18 No. 1, pp. 45-69. https://doi.org/10.1108/02651330110381998
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited