2022
DOI: 10.1108/jpbm-07-2021-3579
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Do Americans seek pleasure while Chinese care about others’ approval? Examining stereotypical utilities positioning in brand choice contexts

Abstract: Purpose Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences in utility importance using two brand choice contexts: single choice and brand selection. Design/methodology/approach Four studies (n = 1268) were conducted. Study … Show more

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