Cultural and Social Influences on Consumer Behavior Uncertainty Avoidance Rituals and External Threats 1st edition by Xuehua Wang ISBN 9819961858 978-9819961856

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ISBN 10: 9819961858 
ISBN 13: 978-9819961856
Author: Xuehua Wang 

This book explores how cultural and social influences affect consumer decision making with a focus on uncertainty avoidance, rituals, and external threats. Indeed, uncertainty avoidance can exert significant influence on consumer behavior. For example, consumers in a culture with high uncertainty avoidance may show less positive attitudes towards new products than those in a culture with low uncertainty avoidance. Prior cultural research has mainly focused on how individualism/collectivism or power distance belief influences consumer attitudes and behaviors at an individual level, while seldom does research investigate the effect of uncertainty avoidance on consumption. This book examines how uncertainty avoidance affects superstitious consumption as well as its underlying mechanism and boundary condition. Rituals, as a component of culture, can affect consumer behaviors. However, few studies have shedded light on how repeating rituals can affect consumers’ willingness to use the products involved in the ritual. Consumer behavior is complex. Consumers are surrounded with various external threats such as health, economic, and informational threats, while prior research has primarily focused on health threats. Beyond this, inter-client conflicts, as a special type of social threat, can also affect consumption experience. In all, this book aims to examine how uncertainty avoidance, rituals and external threats influence consumer attitudes and behaviors. In this book, new research models would be developed. This book enriches our understanding on how cultural and social influences affect consumer decision making and provides insights for both researchers and practitioners in marketing.

Cultural and Social Influences on Consumer Behavior: Uncertainty Avoidance, Rituals, and External Threats 1st Table of contents:

Introduction
Literature Review
Theory and Hypothesis Development for Uncertainty Avoidance and Superstitious Consumption
Theory and Proposition Development for Repeating Rituals and Willingness to Use the Product
Theory and Proposition Development for External Threats and Green Consumption
Methodology and Results for Uncertainty Avoidance and Superstitious Consumption
Preliminary Evidence on Health Threats and Green Consumption
Preliminary Evidence on Economic Threats and Green Consumption
Methodology and Results for How to Solve Inter-Client Conflicts During Service Encounters
Discussion
Summary and Conclusions

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