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.
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.
Jake A. Pattaratanakun, Cambridge Judge Business School, University of Cambridge, UK
Vincent Mak, Cambridge Judge Business School, University of Cambridge, UK
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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