Work

Bicultural self‐defense in consumer contexts: Self‐protection motives are the basis for contrast versus assimilation to cultural cues

Year: 2012

Type: article

Source: Journal of Consumer Psychology

DOI: 10.1016/j.jcps.2012.06.002

Authors: Aurelia Mok, Michael W. Morris

Institutions: City University of Hong Kong, Columbia University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2034308591

FWCI: 13.68

Cites: 87

Cited by: 63

Related to: 10