South East European Journal of Economics and Business Volume 13 (2) 2018, 49-71 DOI: 10.2478/jeb-2018-0012 CROSS-CULTURAL VARIATIONS IN CONSUMER BEHAVIOR: A LITERATURE REVIEW OF INTERNATIONAL STUDIES Timokhina Galina, Taylan Urkmez, Wagner Ralf Abstract This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behav- ior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research in a systematic manner. This literature review reveals the lack of a unified conceptual approach to defining cross-cultural variations and the absence of a unified terminology related to cross-cultural research. It also highlights methodological areas susceptible to common method bias, which hinders the establishment of equivalence in studies of cross-cultural variations in consumer behavior. This review accentuates the “cross-cultural vari- ations” concept in consumer behavior research, covering both the differences and similarities that are the subject of cross-cultural studies. Furthermore, the current study outlines relevant contributions for theoreti- cal and potentially managerial implications based on the study’s insights. Keywords: Cross-cultural variations, consumer behavior, data equivalence, measurement equivalence. JEL: M0, M31, M39 INTRODUCTION Galina Timokhina, PhD The timeliness of studying the behavior of consum- Associate Professor ers from different cultures in an increasingly fragment- Ural State University of Economics ed world is demonstrated by the dynamic growth of E-mail:
[email protected] the number of published cross-cultural studies and the rise of special issues of consumer behavior-related Taylan Urkmez, PhD journals.