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...

Psychology specializes in individual behavior and the anthropology of cultural values. It comes to the relationship between the individual and the community in taking action, the collaboration between the two sciences is included in the study of cultural psychology. This research aims to develop...