The Dialectical Mind Can Be Sweet Toward Crisis-Associated Brands

This study explores roles of consumers' philosophical thinking and a country of origin in a crisis setting. Dialectical thinking induces an increase in Chinese consumers’ purchase intention for crisis-associated brands. This is true for brands from China and Western countries. Findings contribute to ways of handling brand crises in China.


Bing Shi, Haizhong Wang, and Wumei Liu (2015) ,"The Dialectical Mind Can Be Sweet Toward Crisis-Associated Brands", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 243-244.


Bing Shi, Marketing, Sun Yat-sen University
Haizhong Wang, Marketing, Sun Yat-sen University
Wumei Liu, Business School, Lanzhou University


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

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