Cultural Differences in Opportunity Cost Consideration
I conducted two studies to explore cultural differences between Chinese and European Canadians in considering opportunity cost while making purchase decisions. In Study 1, participants (121 Euro-Canadians and 119 Chinese) read a scenario in which they would decide whether to buy a single product (e...
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| Language: | en en |
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2013
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| Online Access: | http://hdl.handle.net/1974/8137 |