Cross-cultural consumer behavior: a review of research findings
Abstract
Most aspects of consumer behavior are culture-bound. This article reviews the cultural relationships with the self, personality, and attitude, which are the basis of consumer behavior models and branding and advertising strategies. The Hofstede model is used to explain variance. Other consumer behavior aspects reviewed are motivation and emotions, cognitive processes such as abstract versus concrete thinking, categorization and information processing, as well as consumer behavior domains such as product ownership, decision making, and adoption and diffusion of innovations. Implications for global branding and advertising are included.
Integrity signals
Registry
Cites
Statistics
Claims the paper makes
Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
Morocco's moderately collectivist cultural orientation suggests that interpersonal bonds, perceived relational closeness, and community-based social influence play a more prominent role in consumer decision-making than in more individualist contexts.
“Morocco's moderately collectivist cultural orientation suggests that interpersonal bonds, perceived relational closeness, and community-based social influence play a more prominent role in consumer decision-making than in more individualist contexts”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as De Mooij and Hofstede, 2011
Cites
Culture and the self: Implications for cognition, emotion, and motivation.
Markus, H. R., & Kitayama, S. (1991) · Psychological Review · doi:10.1037/0033-295x.98.2.224 · Cited by 21,995 · see citing works
NEO-PI-R Data from 36 Cultures
McCrae, R. R. (2002) · The Five-Factor Model of Personality Across Cultures · doi:10.1007/978-1-4615-0763-5_6 · Cited by 375 · see citing works
Does culture explain acceptance of new products in a country?: An empirical investigation
Yeniyurt, S., & Townsend, J. D. (2003) · International Marketing Review · doi:10.1108/02651330310485153 · Cited by 302 · see citing works
Emotions in Everyday Social Encounters: Correspondence Between Culture and Self-Construal
Nezlek, J. B., Kafetsios, K., & Smith, C. V. (2008) · Journal of Cross-Cultural Psychology · doi:10.1177/0022022108318114 · Cited by 75 · see citing works
Flagged first, then by citations
Cited by
Sorted by citations
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601 · see citing works
Managing the consumer-based brand equity process: A cross-cultural perspective
Chatzipanagiotou, K., Christodoulides, G., & Veloutsou, C. (2019) · International Business Review · doi:10.1016/j.ibusrev.2018.10.005 · Cited by 82 · see citing works
Ma, Y., & Turel, O. (2019) · Cognition, Technology & Work · doi:10.1007/s10111-018-0503-1 · Cited by 38 · see citing works
A Meta-Analysis of Trust in Mobile Banking: The Moderating Role of Cultural Dimensions
Kumar, P., Chauhan, S., Gupta, P., & Jaiswal, M. P. (2023) · International Journal of Bank Marketing · doi:10.1108/ijbm-02-2022-0075 · Cited by 34 · see citing works
Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- de Mooij, M., & Hofstede, G.
- Affiliations
- Cross-Cultural Communications Consultancy
- Tilburg University (NL)
- Venue
- Journal of International Consumer Marketing
- Publisher
- Informa UK Limited
- Published
- 2011-05
- Volume
- 23
- Issue
- 3-4
- Pages
- 181-192
- ISSN
- 0896-1530 (ISSN-L)
- 1528-7068
- OpenAlex
- W2150750774
- Cited by
- 517
- References
- 4
- Citations by year
- 2026: 40 · 2025: 32 · 2024: 38 · 2023: 34 · 2022: 48 · 2021: 49 · 2020: 49 · 2019: 46 · 2018: 37 · 2017: 41 · 2016: 31 · 2015: 29 · 2014: 23 · 2013: 17 · 2012: 2
- FWCI
- 17.51
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of International Consumer Marketing (publishedVersion)
- Journal of International Consumer Marketing
- Topics
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
- Keywords
- cross-cultural consumer behavior, culture and self, personality, consumer attitudes, Hofstede cultural dimensions, consumer motivation, consumer emotions, abstract versus concrete thinking, categorization, information processing, product ownership, purchase decision, diffusion of innovations, global branding, advertising strategy
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
