This book on is a series of 8 outstanding journal articles dealing with a range of cross-national consumer and cultural issues. The issues covered include the segmentation of consumers based on their social values, comparing and differentiating consumers’ motives for buying or not buying products in two different European countries, the influence of ethnocentrism on consumer choice, the influence of cultural factors on consumers’ reasons for purchase and many others. The settings for the investigation of these issues include France, Denmark, The Netherlands, Japan, U.S.A., Canada, Hong Kong, Australia, Singapore. Malaysia and Israel.