Purpose – This study aims to examine cultural differences between Easterners and Westerners in processing preference‐inconsistent information. The focal question that the study addresses is as follows: When faced with negative information about their preferred alternative, do Easterners and...

Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions. Design/methodology/approach – The overall...

Purpose – The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups. Design/methodology/approach – A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong...

Purpose – This study aims to examine the changes in expectations and attitudes toward a brand over time. Furthermore, since consumers are able to change their previous judgments with information provided by a firm or dealer, the study seeks to examine moderator effects of such new information...