This 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.