Exploring Consumer’s Reaction in the Bad Gift Situation Across Cultures
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Authors
Clark, Gracia
Jo, Yooik
Chinchanachokchai, Sydney
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Abstract
This study investigated the impacts of bad gift giving
across cultures, especially how individualistic
(Western, American) vs Collectivistic (Eastern, Asian)
consumers react when they receive bad gifts and
how it would affect their relationship with the giver.
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Color poster with text and graphs.
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University of Wisconsin--Eau Claire Office of Research and Sponsored Programs