The cultural dimension of individualism/collectivism affects causal attributions of adverse outcomes such as price increases: sellers are blamed less by collectivist Hispanics than by individualistic Anglos. The difference, however, is negated by collectivists’ lower evaluation of the seller’s fairness. There is consequently no difference in their willingness to purchase.
CITATION STYLE
Maxwell, S. (2015). How Culture Affects Attributions, Fairness and Willingness to Purchase. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 344–347). Springer Nature. https://doi.org/10.1007/978-3-319-17383-2_67
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