Monmouth University Associate Professor of Marketing and International Business, Susan Forquer Gupta’s co-authored paper “An integrative framework for cross-cultural consumer behavior” was one of the most downloaded articles of the past 30 years according to the International Marketing Review. Professor Gupta co-authored the paper with David Luna, a doctoral student she was working with while at the University of Wisconsin.
The research paper describes how the world economy is becoming increasingly cross-cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross-cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross-cultural psychology tradition.
As an “early mover”, International Marketing Review (IMR) published its first issue in 1983, to meet the thirst for knowledge on how to market in an international environment. Since that time, IMR has carefully selected and published interesting and academically robust articles that matter to the international marketing community. Thirty years later, IMR has gained international acclaim under the leadership of its visionary editors. For a list of IMR’s top 10 most downloaded articles of the past 30 years, please visit www.emeraldinsight.com.