The Psychology of the Asian Consumer [Paperback]

Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in this unique book. With chapters written by experts in their field, The Psychology of the Asian Consumer highlights how consumer psychology can contribute to an understanding of Asian consumer behaviour and is especially timely in light of today's global economy and its focus on the Pacific Rim. Chapters are organised around the key concepts of theory and culture and include numerous case studies and practical applications. The book focuses on research summaries that provide readers with important, need-to-know information.

1. Why the Asian Consumer? Bernd Schmitt 2. Emerging Research Themes on the Asian Consumer

Leonard Lee Part I. Conceptual Models and Theories3. Motivated Forgetting Following Social Identity Threat Amy N. Dalton and Li Huang 4. The Paradox of Possessions: When Having Less Can Be Merrier Haiyang Yang, Ziv Carmon, and Ravi Dhar 5. Unintended Effects of Planning in Goal Striving: Substitution and Amplification Leona Tam, Jelena Spanjol, and Jos? Antonio Rosa 6. The Role of Impulsivity in Impulse Purchase Decision Making: A Cross-Cultural Comparison Sarah Hong Xiao and Michael Nicholson Part II. Cultural Differences in ConsumerBehavior7. Cultural Identity and the Antecedents of Risk Taking: Am I Good or Am I Lucky? Ana Valenzuela, Peter Darke, and Donnel Briley 8. Toward Understanding the Interplay Between Culture and Goals Antonios Stamatogiannakis, Haiyang Yang, and Amitava Chattopadhyay 9. Not All Fakes Are Created Equal: Cultural Differences in Considering Counterfeits Steven Chan and Nelson Amaral 10. Cull#