Consumer culture in Purchase context: Studies in Germany and Iran. Cross-cultural analyses of Anticipated regret, Variety-seeking, and Quality-consciousness

      Аннотация: This book presents a newly-developed scale measuring Consumer Culture in Purchase-Consumption context. Following cross-cultural methodology in Germany and Iran, researcher analyzes the plausible effects of seven cultural dimensions on main behaviors of consumer: Anticipated regret, Variety-seeking and Quality-consciousness. Contextual elements were included in the model to declare the differences in behaviors of consumers within the two countries of Germany and Iran.

Ключевые слова: Consumer behavior, Cross-cultural study, Purchase, Variety-seeking, Anticipated-regret, Quality-consciousness, Iran, Germany