This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In...

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited...

This research develops an integrative model of music piracy, specifying self-control and differential association as antecedents, peer influence in music downloading/sharing as mediator, and self-construal as moderator. Disentangling peer influence into two forms—informational influence and...

This research examines the influence of power on consumer decision strategies. It proposes that high power directs consumers' attention to options' positive features, making choosing a more preferred strategy than rejecting, whereas low power shifts consumers' focus to negative features, making...

This article maintains that power enhances consumers’ ability to resist social influence but produces different resistance outcomes, depending on the level of certainty with which consumers hold their own attitudes. When attitude certainty is high, empowered consumers resist social influence...

This research analyzes the effects of culture and personal values on perceived service quality. Data on bank service quality are collected from 509 Canadian and 216 French users. The results confirm that power distance and uncertainty avoidance influence perceived service quality. Personal...