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Understanding of terms

In: Cross-Cultural Consumer Behavior

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Abstract

This chapter clarifies the main concepts and definitions used in cross-cultural research that are important to understand the field. Specifically, the authors explain the difference between national culture and individual cultural orientation. Further, they present various definitions of the term culture, including the one derived from anthropological research that they use in this book. The anthropological approach considers culture as a social phenomenon, which develops under the influence of religion, language, epoch, and material living conditions. These antecedents to culture are briefly explained.

Suggested Citation

  • ., 2023. "Understanding of terms," Chapters, in: Cross-Cultural Consumer Behavior, chapter 6, pages 69-72, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21561_6
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