9-J: Familiarity and Affiliation With Anglo Names Affect Purchase Decisions of Chinese Food

For an unfamiliar Chinese dish, attaching it to an Anglicized Chinese name increased Americans’ willingness to pay than attaching to an original Chinese name; for the familiar Chinese dish, attaching it to an original Chinese name increased anti-multiculturalist Americans’ willingness to pay than attaching to an Anglicized Chinese name.



Citation:

Xian Zhao (2017) ,"9-J: Familiarity and Affiliation With Anglo Names Affect Purchase Decisions of Chinese Food ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1071-1071.

Authors

Xian Zhao, University of Kansas, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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