Preface

Abstract

This special volume of Advances in International Marketing is focused on cross-cultural buyer behavior. Specifically, it explores topics that include the impact of new technology on consumer behavior in a global context; the role emotion plays in reactions to advertising and subsequent buyer behavior; and a timely public policy issue: how prescription drug advertising influences consumer behavior in the countries where it is legal. Moreover, new perspectives of culture's impact on buyer behavior are offered. We are delighted to feature the latest research findings and insights on this topic contributed by authoritative colleagues from around the world. It is guest edited by Professors Charles R. Taylor, Villanova University and Doo-Hee Lee of Korea University Business School.

Citation

Tamer Cavusgil, S. (2007), "Preface", Taylor, C.R. and Lee, D.-H. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Leeds, p. xv. https://doi.org/10.1016/S1474-7979(06)18016-3