Bu, Kyunghee; Kim, Donghoon; Son, Jungmin - In: Journal of Business Research 66 (2013) 8, pp. 983-988
This study answers whether or not an ethnic food restaurant is better off when promoting culturally congruent emotions, or incongruent but context-specific emotions. Using self regulatory fit as the theoretical frame, this study confirms that culturally congruent emotions lead to higher...