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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 786-786.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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