Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.

Table of Contents:
Chapter 1: History of Culture and Consumer Behavior and Future Research Directions Sharon Ng and Angela Y. Lee Part I: Worldview, Knowledge Structure, and Emotion Chapter 2: Cultural Worldview and Cognition Virginia S. Y. Kwan, Yexin J. Li, Andrew E. White, and Ryan P. Jacobson Chapter 3: Cultural Differences in Procedural Knowledge and Their Impact on Consumer Behavior Robert S. Wyer, Jr. Chapter 4: Consumer Behavior, Culture, and Emotion Jeanne L. Tsai, Louise Chim, and Tamara Sims Chapter 5: Categories of Cultural Variations Sharon Shavitt and Minkyung Koo Part II: Attitudes, Persuasion, and Response Biases Chapter 6: Culture and Persuasion Nidhi Agrawal Chapter 7: The Effects of Self-Construal Fit on Motivation, Attitudes, and Charitable Giving Angela Y. Lee and Tonya Williams Bradford Chapter 8: Response Biases in Cross-Cultural Measurement Hans Baumgartner and Bert Weijters Part III: Branding and Brand Relationships Chapter 9: Culture, Emotions, and Nation Equity Cathy Yi Chen, Durairaj Maheswaran, Jie Wei, and Prashant Saxena Chapter 10: Globalization and Exclusionary Responses to Foreign Brands Dongmei Li, Robert Kreuzbauer, and Chi-yue Chiu Chapter 11: Culture and Branding Sharon Ng, Rohini Ahluwalia, and Michael J. Houston Chapter 12: Culture and Brand Relationships Zeynep Gürhan-Canli and Gülen Sarial-Abi Chapter 13: Culture and Brand Iconicity Carlos J. Torelli and Shirley Y. Y. Cheng Part IV: Culture and Consumption Chapter 14: Culture and Materialism Russell Belk Chapter 15: Culture, Self-Regulation, and Impulsive Consumption Akshay Rao