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The purpose of this book is to advance the understanding of consumer social values and their roles in the global marketplace. Social values, with specific attention to decision-making and behavior, have long been studied in consumer research. Bringing together a diverse set of contributors from different counties, this collection refines and directs what is known about consumer behaviors in relation to social values. Written for scholars, students, and practitioners of consumer psychology and marketing communications, this volume is an essential resource to understand how social values work in the marketplace.