Preface -- Contributors -- Introduction & cross cultural research -- The history of consumer psychology / Cathrine V. Jansson-Boyd & Nigel Marlow -- Cross cultural consumption / Susan Forquer Gupta -- Globalization, branding, and multicultural consumer behavior / Carlos J. Torelli & Mara Rodas...

"Burnett and Hoffman set forth a persuasive argument to marketing decision makers, the media, agencies and entrepreneurs that they must change the way they view African American consumers and a powerful subset within this group, Affluent African Americans. In this book, the authors define the...