2015 | OriginalPaper | Buchkapitel
How Culture Affects Attributions, Fairness and Willingness to Purchase
verfasst von : Sarah Maxwell
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
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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.