Cross-cultural buyer behavior

Inhaltsangabe: “… Kozup -- Skepticism toward pharmaceutical advertising in the U.S. and Germany / Sandra Diehl, Barbara Mueller and Ralf Terlutter -- The effect of mixed emotions in advertising: the moderating role of discomfort with ambiguity / Wim Janssens, Patrick De Pelsmacker, and Marcel Weverbergh -- Emotional responses: a new paradigm in communication research / Flemming Hansen, Sverre Riis Christensen, Steen Lundsteen, and Larry Percy -- "Trading up": a consumption value approach / Eunju Ko, Heewon Sung -- The we-me culture: marketing to Korean consumers / Dae-Ryun Chang -- Do the little emperors rule? comparing informativeness and appeal types in Chinese vs.  …”
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