Is There a Universal Positivity Effect? a Cross-Cultural Perspective

Folkes and Patrick (2003) found that American consumers have positivity effect in service perceptions. This paper investigated a boundary condition and its underlying cognitive process from a cross-cultural perspective: whether and how a different inference mechanism in a collectivist culture, Chinese culture in particular, may influence the service positivity effect.


Jianping Liang, Zengxiang Chen, Haizhong Wang, and Kyle B. Murray (2011) ,"Is There a Universal Positivity Effect? a Cross-Cultural Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Jianping Liang, Sun Yat-sen University, China
Zengxiang Chen, School of Business, Sun Yat-sen University, China
Haizhong Wang, Sun Yat-sen University, China
Kyle B. Murray, University of Alberta, Canada


NA - Advances in Consumer Research Volume 38 | 2011

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