Handbook of Culture and Consumer Behavior

Sharon Ng is Associate Professor of Marketing in Nanyang Business School at Nayang Technological University (NTU) and a fellow in the Institute on Asian Consumer Insights. She received her PhD from the University of Minnesota and has published in the top marketing journals, such as the Journal of Marketing Research and Journal of Consumer Research. Her research focuses on culture, branding, and sustainability issues. She was named the 2009 MSI Young Scholar by the Marketing Science Institute and was also awarded the Nanyang Excellence in Teaching Award in 2009 and Researcher of the Division Award in 2006, 2008, and 2010 by NTU. She sits on the editorial board of the Australasian Marketing Journal and reviews regularly for the top marketing and psychology journals.

Angela Y. Lee is a consumer psychologist and the Mechthild Esser Nemmers Professor of Marketing at the Kellogg School of Management at Northwestern University. Her expertise is in consumer learning, emotions, and goals, and her research focuses on the conscious and nonconscious influences of memory, consumer motivation, and cross-cultural consumer psychology. Her publications appear in leading journals in marketing as well as in psychology, and she is the coeditor of Kellogg on China (Northwestern University Press, 2004). She was the recipient of the 2006 Stanley Reiter Best Paper Award for her research on self-regulation and persuasion, and the 2002 Otto Klineberg Award for the best paper on international and intercultural relations. She was formerly the president of the Association for Consumer Research and currently serves on the board of the American Marketing Association as well as on the editorial boards of the Journal of Consumer Research and the Journal of Marketing Research.

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