Aggarwal, Praveen; Soo Kim, Chang; Cha, Taihoon - In: Journal of Consumer Marketing 30 (2013) 5, pp. 392-399
differently by preference‐inconsistent information. They experience a greater level of cognitive discomfort, exhibit a stronger …Purpose – This study aims to examine cultural differences between Easterners and Westerners in processing preference‐inconsistent …/value – This study is the first attempt at examining the effect of cultural differences on processing preference‐inconsistent …