Japanese consumers tend to look for high quality and desirability in a luxury product; for Germans, it's more important that the product makes them appear successful. To win in different markets ...

There could be several explanations for such differences in consumer choice drivers across markets. It might have something to do with the evolution of product categories in different markets.

Since what people buy—and why they buy it—impacts many different facets of their lives, research into consumer behavior ties together several key psychological issues. These include ...