4-J: I Am What I Bought: a Cross-Cultural Study on Consumers’ Evaluations Toward Different Types of Purchases and Advertisings

This study investigates how material values influence Western and Eastern consumers’ perceptions toward material and experiential purchases, and whether the differences would further be reflected on their advertising attitudes. The results show that both Eastern and Western consumers have a more positive attitude toward experiential-values appeal advertisings.



Citation:

Pei-Wen Fu, Ruoyun Lin, Sonja Utz, and Chi-Cheng Wu (2017) ,"4-J: I Am What I Bought: a Cross-Cultural Study on Consumers’ Evaluations Toward Different Types of Purchases and Advertisings ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1027-1027.

Authors

Pei-Wen Fu, National Sun Yat-sen University, Taiwan
Ruoyun Lin, Leibniz-Institut für Wissensmedien, Germany
Sonja Utz, Leibniz-Institut für Wissensmedien, Germany
Chi-Cheng Wu, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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