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...

The body of literature surrounding emotional labor, defined as service employees’ effort to manage their emotions to meet organizational goals (Hochschild, 1983; Morris & Feldman, 1996), exhibits a severe lack of studies examining intercultural service encounters (i.e., service episodes in which a...