When One Culture Meets Another: the Impact of Culturally (Mis)Matched Thinking Styles on Self-Regulation

Effective self-regulation is often required for making optimal decisions. The present research demonstrates that culturally mismatched experiences, such as reading advertisements that require a thinking style inconsistent with one's culturally dominant thinking style, impair self-regulation and enhance evaluation and consumption of tempting food more than culturally matched experiences do.


Minkyung Koo, Sharon Shavitt, and Ashok K. Lalwani (2011) ,"When One Culture Meets Another: the Impact of Culturally (Mis)Matched Thinking Styles on Self-Regulation", 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.


Minkyung Koo, University of Illinois, USA
Sharon Shavitt, University of Illinois, USA
Ashok K. Lalwani, University of Texas at San Antonio, USA


NA - Advances in Consumer Research Volume 38 | 2011

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