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.
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.
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
NA - Advances in Consumer Research Volume 42 | 2014
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