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.


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.


Gratiana Pol, Hyperthesis, LLC, USA
Edin Yin, University of Cambridge
Gerard Tellis, University of Southern California, USA


NA - Advances in Consumer Research Volume 48 | 2020

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