Marwa S. Gad
Consumer behavior is essentially the attitudes, intentions, decisions, and actions of individuals as everyday consumers in the marketplace. The study of consumer behavior is embedded in a host of domains in social and behavioral sciences, such as anthropology, psychology, sociology, economics, and history, with reflection on social psychology, marketing, and management. As explaining and predicting consumer behavior can be very challenging, it becomes more so for marketers doing business globally compared with nationally or regionally. This is because planning and implementing marketing efforts necessitates a profound understanding of consumer motivations and expectations along many cognitive, affective, and behavioral dimensions; consequently, this can differ substantially across country boundaries, given that consumer behavior is subject to cultural, economic, and societal influences. Identifying the extent of consumer deliberation in decision processes is also essential to facilitate efficient and effective marketing communication efforts in international operations. A prominent view of consumer behavior is how ...