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Keywords: Hedonic and social utility
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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
... revealed that in the brand selection context, which is more cognitively demanding than single choice evaluation, the internal process of brand choice seems to be similar across cultures. Cultural differences Positioning Functional Hedonic and social utility Brand selection context Single...
