Purpose: This paper aims to examine whether social comparison in a prior, nonconsumption circumstance (e.g. in an academic setting) affects consumers’ materialism and subsequent spending propensity, and explores the incidental feeling of envy as the underlying mechanism....

Understanding how culture influences consumer behaviors is crucial to success in international marketing. In this monograph, the authors present a conceptual and empirical framework for understanding how culture impacts consumer behaviors, and recommend seven analytical steps for understanding...