cross-cultural psychology of consumer behavior

As new global markets emerge, and existing markets become increasingly segmented along ethnic or subcultural lines, the need to market effectively to consumers who have different cultural values has never been more important. Thus, it is no surprise that in the last several years, culture has rapidly emerged as a central focus of research in consumer behavior. This development followed on the heels of extensive social psychological research on culture, which provided a strong theoretical foundation for the consumer-behavior studies that followed.