“…a fundamental role in the regulation of attitudes, values, behaviors, and lifestyles in general and in specific situations (Cleveland and Laroche 2007;Tse et al 1988). In the marketing literature, culture has been recognized as centrally important to consumer research (Kastanakis and Voyer 2014) and its impacts have been studied in a variety of contexts including advertising appeals (e.g., Mortimer and Grierson 2010;Wang and Sun 2010), price fairness perceptions (e.g., Bolton, Keh, and Alba 2010), emotional experience and regulation (e.g., Davis et al 2012;Steenkamp and Geyskens 2006), impulsive purchase behavior (e.g., Kacen and Lee 2002), service quality perceptions (e.g., Ladhari et al 2011), and web communications (e.g., Baack and Singh 2007;Mazaheri, Richard, and Laroche 2011).…”