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In This Chapter
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Multiple shades of culture: insights from experimental consumer research
- Timeline of Cross-Cultural Consumer Research
- Culture and Consumer Behavior Research in the Late 1990s and Early 2000s
- Culture and Consumer Behavior Research from the Early 2000s to the 2010s
- Culture and Consumer Behavior Research from the 2010s to Today
- What Lies Ahead in Cross-Cultural Consumer Research
- Culture and Experiences
- Culture and Psychological Threats
- Culture and Consumption Emotions
- Culture and Digital and Social Media
- Concluding Remarks
- References
Abstract
Even if you don’t like colors, you will end up having something red. For everyone who doesn’t like color, red is a symbol of a lot of culture. It has a different signification but never a bad one.
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