Although there is growing interest in cultural differences in consumer behavior, focused and systematic consumer research on the topic is still in its infancy. The conceptual and methodological issues that are central to conducting cross-cultural research, including selecting or blending emic and etic research approaches, achieving measurement equivalence, expanding the cultural constructs and geographical regions under investigation, and understanding mediating processes, are addressed. In the process, the progress that has been made in addressing these issues in consumer psychology is reviewed and a number of priorities for future research in this important domain are suggested.It is well known that culture shapes consumer behavior. However, despite the recognition of its pivotal role, relatively little research in the domain of consumer behavior and marketing has examined the interaction of culture and consumer behavior. Published research in marketing that has incorporated data collected outside the United States has been limited (Winer, 1998). There are several reasons for the lack of inquiry into cultural variables in the consumer behavior context. The reasons range from methodological complexities to an ethnocentric belief that psychological principles are universal. The primary objective of this special issue is to examine some of these issues and offer some guidelines to facilitate scholarly inquiry in the cultural domain.The increasing trend toward the globalization of business activities provides a compelling reason for understanding the cultural context of consumer behavior. As U.S. corporations continue to expand into China, Eastern Europe, and Russia, they are faced with the challenge of effectively communicating with consumers in these countries. However, most communication strategies are based on theoretical frameworks developed in the United States, and it is not clear the extent to which consumers in other countries are similar to U.S. consumers. Also, the effectiveness of these strategies in other cultural contexts has not been investigated.From a theoretical perspective, understanding culture is also important for developing conceptual frameworks that are generalizable across cultures. Unfortunately, many current theoretical frameworks are yet to be validated in other cultures. The lack of frameworks that are robust across cultures has severely limited the development of theory-based empirical work. The ongoing debate about the emic versus etic orientation of examining cultural differences has also stymied the comparison of findings across cultures. The emic proponents suggest that cultural research should be indigenous and must be conducted on the basis of culture-specific frameworks. In contrast, the etic researchers advocate the advantages of examining differences by using previously established universal frameworks as benchmarks. Thus, ambiguity about the right orientation has discouraged work in this domain. Finally, there is a lack of a network of indigenous scholars from other cultures...