A Cross-Cultural Study of Price Search Decisions
Most previous experiments found that consumers searched less than optimally. We point out that subjects in those studies were largely from Western cultural backgrounds; Eastern subjects, with their higher sensitivity to sunk costs, could search more than optimally, in contrast to Westerners. Two experiments support our hypotheses with process evidence.
Citation:
Suppakron Pattaratanakun and Vincent Mak (2013) ,"A Cross-Cultural Study of Price Search Decisions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Authors
Suppakron Pattaratanakun, University of Cambridge, UK
Vincent Mak, University of Cambridge, UK
Volume
NA - Advances in Consumer Research Volume 41 | 2013
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