Study reveals how bicultural consumers respond to marketing cues

Consider a Japanese-American woman strolling through a mall. If she passes by a UNIQLO store, is she more likely to opt for sushi than a hamburger when she reaches the food court? Would this cue of Japanese culture draw out ...

Study shows how consumers shift expectations and goals

Sally and Harry are about to invest in their company's 401(k) plan. Sally chooses the best performing mutual fund, which has high risks but boasts a 25 percent year-to-date return. Harry, after considering the tradeoffs between ...

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