The adoption process for new products varies from one individual to another according to socio‐economic and demographic characteristics. This article focuses on cultural values because an individual’s inclination to adopt a new product is also influenced by his system of values. The...

Purpose – Interpersonal influences play a major role in shaping consumer choice decisions. This is particularly evident in the case of services, where intangibility and variability add to the decision difficulty. While all consumers are susceptible to interpersonal influence, people differ in...

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited...