Lost in Translation: the Consequences of Culturally Mismatched Thinking Styles on Familiarity Seeking

Two studies examine the consequences of experiences that require one to think in a way that is inconsistent with one’s culturally dominant thinking style. Our findings suggest that these cross-cultural experiences lead to increased preference for familiar (vs. new) consumer options across multiple categories.


Minkyung Koo, Sharon Shavitt, Ashok Lalwani, Yifan Dai, and Sydney Chinchanachokchai (2011) ,"Lost in Translation: the Consequences of Culturally Mismatched Thinking Styles on Familiarity Seeking ", 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: 662-663.


Minkyung Koo, University of Illinois, USA
Sharon Shavitt, University of Illinois, USA
Ashok Lalwani, University of Texas at San Antonio, USA
Yifan Dai, University of Illinois, USA
Sydney Chinchanachokchai, University of Illinois, USA


NA - Advances in Consumer Research Volume 39 | 2011

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