Purpose – The purpose of this paper is to report the results of a study undertaken to investigate the effect of Chinese traditional cultural values on the gift‐giving behavior of consumers in the People's Republic of China (PRC) and to check the moderating effects of Chinese traditional...

Advertising persuasion may differ based on different languages and/or dialects. Using Chinese samples, this study experimentally tests how a spokesperson's accents (standard Mandarin accent and local Cantonese accent) influence advertising persuasion across different product involvements (high-...

When consumers consider their feelings about a future purchase, these feelings can influence their preferences for the product under consideration and alter their final purchase decision. This research identifies the effect of anticipating regret on consumer preferences for a product that is a...