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.

Citation:

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.