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Keywords: Western cultures
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (5): 392–399.
Published: 26 July 2013
.... Mostly, the damaging effects of a negative review are likely to be greater in Western cultures. Originality/value This study is the first attempt at examining the effect of cultural differences on processing preference‐inconsistent information. As organizations become more global, understanding...
