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Keywords: Preference‐inconsistent information
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (5): 392–399.
Published: 26 July 2013
...Praveen Aggarwal; Chang Soo Kim; Taihoon Cha Purpose This study aims to examine cultural differences between Easterners and Westerners in processing preference‐inconsistent information. The focal question that the study addresses is as follows: When faced with negative information about...
