Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in this unique book. With chapters written by experts in their field, The Psychology of the Asian Consumer highlights how consumer psychology can contribute to an understanding of Asian consumer behaviour and is especially timely in light of today's global economy and its focus on the Pacific Rim. Chapters are organised around the key concepts of theory and culture and include numerous case studies and practical applications. The book focuses on research summaries that provide readers with important, need-to-know information.

First Published in 2009. Routledge is an imprint of Taylor & Francis, an informa company.

This widely adopted text synthesizes an extensive body of research on Asian American personality development, identity, and mental health. Uba focuses on how ethnocultural factors interact with minority group status to shape the experiences of members of diverse Asian American groups. Cultural values and norms shared by many Asian Americans are examined and common sources of stress described, including racial discrimination and immigrant and refugee experiences. Rates of mental health problems in Asian American communities are reviewed, as are predictors and manifestations of specific disorders. The volume also explores patterns in usage of available mental health services and considers ways that service delivery models might be adapted to better meet the needs of Asian American clients.

This book cracks the supposedly indecipherable code of marketing to the New Chinese Consumer--all 1.3 billion of them. It distills what Tom Doctoroff has learned over the past eleven years in Greater China with JWT, one of the region's largest advertising agencies. Marketers of some of the world's leading brands come to China with mistaken ideas of how to apply Western thinking to the marketplace. But the same rules do not apply in China. Doctoroff delves into the psyches of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides tools to help readers harness the power of insight into consumers' fundamental motivations and reveals the pitfalls into which many multinational competitors often fall. Anyone who plans to do business in China shouldn't get on the plane without this book.

This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands

This volume presents ways of thinking dramatically different from mainstream psychology, which is seen by many as primarily a product of Western civilization. Asian social psychologists in this edited collection apply Asian perspectives to issues of major concern in their societies, including parental beliefs about shame and moral socialization in Taiwan, Hong Kong, and the United States; achievement motivation in Taiwan and the United States; and the effects of school violence on the psychological adjustment of Korean adolescents. Other chapters examine the role of social psychologists in Confucian societies, and group dynamics in Japan. The authors believe psychological research using an indigenous approach will enable Asian as well as non-Asian psychologists to understand the cognitions and behaviors of Asian people more accurately. Scholars and students interested in Asian psychology, social, cultural and cross-cultural psychology will find this volume of interest.

The Second Edition of the Handbook of Asian American Psychology fills a fundamental gap in the Asian American literature by addressing the full spectrum of methodological, substantive, and theoretical areas related to Asian American Psychology. This new edition provides important scholarly contributions by a new generation of researchers that address the shifts in contemporary issues for Asians and Asian Americans in the U.S.

Success in the Asian market is crucial to many firms. Yet many marketing strategies are based on a 'western' perspective of what consumers want and respond to. In Consumer Behaviour in Asia , the authors argue that Asian culture is so fundamentally different to Western Culture that existing consumer behaviour concepts cannot be applied to Asian consumers. In this book the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. Consumer Behaviour in Asia shows how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets.

Pleasure plays a significant but often neglected role in the creation of consumer wellbeing and the relationship between the food consumption experience and healthy eating. This innovative collection focusses on the experiential and hedonic aspects of food and the sociocultural, economic, ideological, and symbolic factors that influence how pleasure can contribute to consumer health, food education, and individual and societal wellbeing. Food and Experiential Marketing uses a holistic perspective to explore how the experiential side of food pleasure may drive healthy eating behaviors in varied food cultures. It questions: Is food pleasure an ally or an enemy of developing and adopting healthy eating habits? Can we design healthy offline and online food experiences that are pleasurable? What are the features of food consumption experiences, and how do they contribute to consumer wellbeing? Providing an overview of experiential and cultural issues in food marketing, this book will be invaluable for consumer behavior and food marketing scholars, public policy professionals, and the food industry in understanding the importance of pleasure in promoting healthy eating behaviors.