Cross cultural buyer behavior / Charles R Taylor and Doo-Hee Lee

The theme of this issue is international buyer behavior. The papers collected in this volume contribute to theory development and contain important implications for managers and policy makers. This volume focuses on cutting edge issues that affect buyer behavior in an international context. The book focuses on a controversial topic: the impact of direct to consumer prescription drug advertising on consumers, Next is a group of papers that looks at the role of emotions in advertising and retailing contexts and their impact on buyers. It also examines cultural factors as they pertain to buyer behavior in multiple contexts, including explaining apparently paradoxical buyer behavior among Koreans and examining drivers of satisfaction with industrial goods across markets. The final set of chapters examines a truly hot topic in international buyer behavior research: interactive marketing .