15G Cultural Differences in Trait Inferences of Brand Personality

This study examines cultural differences in the extent to which people infer traits for brands. Based on the recent findings regarding cultural variations in trait inferences, we hypothesized that Westerners who have stronger tendency to infer traits from social behavior can more associate brands with human traits than East Asians.



Citation:

Satoko Suzuki and Satoshi Akutsu (2019) ,"15G Cultural Differences in Trait Inferences of Brand Personality", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 993-993.

Authors

Satoko Suzuki, Hitotsubashi University Business School, Japan
Satoshi Akutsu, Hitotsubashi University Business School, Japan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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