Culture Moderates Biases in Search Decisions

Prior studies suggest that consumers search insufficiently compared with benchmark optimal strategies. We point out that those studies were mostly conducted with Westerners; Easterners, with their higher sensitivity to sunk costs, could exhibit a reversal of this bias at high search costs. Experimental results support our theorizing with process evidence.



Citation:

Jake A. Pattaratanakun and Vincent Mak (2015) ,"Culture Moderates Biases in Search Decisions", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 216-217.

Authors

Jake A. Pattaratanakun, Cambridge Judge Business School, University of Cambridge, UK
Vincent Mak, Cambridge Judge Business School, University of Cambridge, UK



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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