To seek variety or uniformity: The role of culture in consumers' choice in a group setting

Marketing Letters

Volumn 22, Issue 1, 2011, Pages 49-64

  Yoon, Song Oh ^a   Suk, Kwanho ^a   Lee, Seon Min ^a   Park, Eun Young ^a  

^a Korea University   (South Korea)

Author keywords

Conformity; Culture; Group influence; Uniformity; Variety seeking

Indexed keywords

EID: 79953221878     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-010-9102-5     Document Type: Article

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