Purpose – The purpose of this paper is to investigate the effect of perceived product similarity and comparative ad claims on brand responses. Design/methodology/approach – This study uses a two (similarity between the target product and the comparison product: relatively similar vs...

Investigates the effect of adaptors’ race and cultural adaptation on attraction when American salespersons adapt to Thai buyers. Suggests that the results support the hypohtesis that the race of foreigners, despite the fact that they were born and raised in the same country moderates the...

This experiment investigates the effect of cultural adaptation by American business people on their trustworthiness as perceived by Chinese Indonesians. The sample consists of 140 Indonesian professionals born and raised in Indonesia, who read one of the four stories that differ in degrees of...

Purpose – This study seeks to examine which types of message appeals are more effective in reducing unrealistic optimism (a tendency for people to believe that they are less susceptible than others to encounter negative outcomes) and inducing purchase intentions of preemptive products in...

Purpose – The purpose of this paper is to examine the cross‐cultural generalization of the effect of option choice framing on product option choices and other managerial and psychological variables. Design/methodology/approach – The experiment employs 124 Singaporean and 96 Thai working...

Purpose – The purpose of this paper is to extend a 2007 study by investigating which types of message appeals are more effective in reducing unrealistic optimism (a tendency for people to believe that they are less prone than are others to encounter negative outcomes) and inducing purchase...

Purpose – The purpose of this paper is to examine the effect of option choice reversibility on the number of options chosen, total spending, and upset/regret from actions/inaction, using 124 Singaporean adults. Design/methodology/approach – The experiment employs two levels of option choice...

Purpose – The purpose of this paper is to provide managerial insights into how consumer goods companies adopt the traditional mini‐sized retail modalities and adjust their strategies to market sachets successfully in the Philippines. Design/methodology/approach – The study uses case...

Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian economic crisis. The results indicated that the more severely hit a country was, the more ethnocentric respondents were....