Review paper
Culture and the Consumer Journey
Abstract
The consumer journey metaphor emphasizes the steps that individuals take in their path toward relationships with brands or satisfying shopping experiences. However, in many non-Western cultures, these steps are less likely to be shaped by individual preferences and priorities. Instead, they emerge from a collectivistic motivation to adapt to prevailing norms and others’ expectations, and are shaped by a holistic thinking style that emphasizes...
Paper Details
Title
Culture and the Consumer Journey
Published Date
Mar 1, 2020
Journal
Volume
96
Issue
1
Pages
40 - 54
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