The Second Edition presents an empirically-based model for integrating culture with consumer behaviour and contains the following updates:- A new chapter (Chapter 7) is included to bring together the existing and new material on communication, culture, and media behaviour.- Implications to international marketing and advertising have been removed from the previous edition's Chapter 8 and are integrated in each chapter where appropriate, including relevant advertisements, so that students can understand the real-world implications of the research.- All data, charts, tables and additional material have been updated