Extending prospect theory cross-culturally by examining switching behavior in consumer and business-to-business contexts

Journal of Business Research

Volumn 64, Issue 8, 2011, Pages 871-878

  Marshall, Roger ^a   Huan, Tzung Cheng ^b   Xu, Yingzi ^a   Nam, Inwoo ^c  

^a AUCKLAND UNIVERSITY OF TECHNOLOGY   (New Zealand)

^b National Chayi University   (Taiwan)

^c Chung Ang University   (South Korea)

Author keywords

Cross cultural; Prospect theory; Risky decisions; Switching costs

Indexed keywords

EID: 79956278421     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2010.09.009     Document Type: Article

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