The application of an environmental psychology model for the analysis of cross-cultural differences in in-store buying behavior: review and propositions

In developing inernational strategies, retailers have to pay particular attention to the concept of standardization. The question is the choice between multinational and global strategies. In this context, one of the most important problems the retailer has to face in internationalization is to determine if the store image created in the domestic market, which can be visualized also by the store ambience, can be standardized or adapted to the local needs or behavior of the foreign consumers. The purpose of this paper is to point out which environmental psychology model can be applied for the analysis of in-store behavior, especially when cross cultural comparisons are considered.