The Effect of Situational Factors on Cross-Cultural Consumer Risk-Taking

Hosei Hemat, Discipline of Marketing, University of Sydney Business School, University of Sydney, Australia
Ulku Yuksel, Discipline of Marketing, University of Sydney Business School, University of Sydney, Australia
Using experiments, we investigate cultural differences in consumer risk-taking to identify previously unknown cultural paradoxes and boundary conditions. We adopt a context dependent view of the effect of culture on risk-taking exploring different different risk types and decision-maker perspectives as moderators.
[ to cite ]:
Hosei Hemat and Ulku Yuksel (2014) ,"The Effect of Situational Factors on Cross-Cultural Consumer Risk-Taking", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 786-786.