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...

In pursuit of status : the rising consumerism of China's middle class -- Mao's children are wearing fashion! -- Learning to consume Tibet -- Dolce & Banana, a Shanzhai creator's manual : production and consumption of fake in contemporary Chinese art practices -- Thriving medical consumerism in...