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Keywords: Suboptimal decisions
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (2): 490–513.
Published: 18 March 2024
... be contacted at: amonrat.tho@mahidol.ac.th Consumer xenocentrism Product preferences Suboptimal decisions A frequent assertion in consumer xenocentrism literature is that xenocentric consumers will opt for foreign products even when there are equally good (or even better) domestic...
