Consumer Interpretations of Product Coolness Across Three Cultures

A cross-cultural survey reveals that consumers in the U.S./UK, Germany, and China hold two distinct interpretations of product coolness (a personal and a social one), which are largely stable across cultures, with the personal interpretation being more dominant. Cultural variations occur with regard to the product attributes driving these interpretations.

Citation:

Gratiana Pol, Edin Yin, and Gerard Tellis (2020) ,"Consumer Interpretations of Product Coolness Across Three Cultures", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1048-1051.