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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