...: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their A_ad, A_brand, comprehension, uncertainty avoidance and demographics. Findings Results from this research demonstrate...

... moderated by expatriate’s overall experience and positively moderated by uncertainty avoidance, which also unfolds situations when an expatriate follows social identification vis-à-vis differentiation pattern. Originality/value This work goes beyond the traditional focus on acculturation...

...Subimal Chatterjee; Gizem Atav; Junhong Min; David Taylor Purpose – The paper aims to investigate the role of uncertainty avoidance (UA) as a moderator of Prospect Theory’s reflection effect (i.e. the simultaneous choice of a sure gain and a risky loss). We expect that higher-UA consumers...