A conceptual model of effects of culture on consumer behavior is developed in this paper. The model focuses on the social, personal, and psychological components/consequences of culture and indentifies intermediary variables and processes associated with each of these three components. A summary of the other nine papers included in this special volume is provided and a super-summary is presented in Table 1 that classifies the various papers on the following five dimensions: (i) nature of a paper, e.g.,conceptual, empirical, or methodological; (ii) cultures and/or nation compared and samples; (iii) cultural component/consequence; (iv) construct: intermediary/process/others; and (v) type of consumer behavior that is studied, e.g., complaining behavior, response to information technology, product involvement, and response to advertising.
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Manrai et al. (1996) studied this question.