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Consumer acceptance of different types of cultural borrowing and its internal mechanisms

Business

Consumer acceptance of different types of cultural borrowing and its internal mechanisms

Y. Zhang, Z. Dai, et al.

This intriguing research by Yu-dong Zhang, Zhang-yuan Dai, Hui-long Zhang, Jia-qin Xie, and Wen-qing Hu delves into how consumers react to cultural borrowing across regions. Discover how perceptions of cultural threat impact acceptance of various borrowing types, revealed through five extensive experiments involving over 1000 participants.

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