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Keywords: Functional
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Journal Articles
Do Americans seek pleasure while Chinese care about others’ approval? Examining stereotypical utilities positioning in brand choice contexts
Available to Purchase
Journal of Product & Brand Management (2022) 31 (7): 1104–1124.
Published: 25 April 2022
... of life enhancement over other benefits (Davidson et al., 2018 ; Hofstede, 2011 ; Triandis, 2010). Thus, they are assumed to care more about hedonic utility (i.e. the pleasure derived from a brand) (Davidson et al., 2018) and functional utility (i.e. the performance and quality...
