Sins of Omission and Sins of Commission: Differences in Brand-Switching Intentions Due to Culturally Different Theories of Agency

Sharon Ng, Nanyang Technological University, Singapore
Hakkyun Kim, Concordia University, Canada
Akshay R. Rao, University of Minnesota, USA
Unsatisfactory product experience due to an individual’s (vs. a group’s) action induces greater brand-switching intentions among Easterners. Conversely, unsatisfactory product experience due to an individual’s (vs. a group’s) failure to act induces greater brand-switching intentions among Westerners. Counterfactual thinking has been found to mediate this, indicating cross-culturally different agency perceptions.
[ to cite ]:
Sharon Ng, Hakkyun Kim, and Akshay R. Rao (2011) ,"Sins of Omission and Sins of Commission: Differences in Brand-Switching Intentions Due to Culturally Different Theories of Agency", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 69-70.