K3. Goal Or Knowledge? Exploring the Nature of Culture and Its Consequential Effect
Prior research has largely focused on how cultural values get activated, but has not distinguished whether cultural values are semantic knowledge or goals. As the salience of them tends to fluctuate, and subsequently impact judgments and behaviors, we proposed an approach to distinguish culture values between semantic knowledge and goals.
Xiaohua Zhao, Fang Wan, Antonios Stamatogiannakis, and Haiyang Yang (2018) ,"K3. Goal Or Knowledge? Exploring the Nature of Culture and Its Consequential Effect", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 938-938.
Xiaohua Zhao, Tsinghua University
Fang Wan, University of Manitoba, Canada
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University
NA - Advances in Consumer Research Volume 46 | 2018
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