Multiple shades of culture: insights from experimental consumer research

Authored by: Zeynep Gürhan-Canli , Gülen Sarial-Abi , Ceren Hayran

The Routledge Companion to Consumer Behavior

Print publication date:  September  2017
Online publication date:  September  2017

Print ISBN: 9781138695160
eBook ISBN: 9781315526935
Adobe ISBN:

10.4324/9781315526935.ch29

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Abstract

Even if you don’t like colors, you will end up having something red. For everyone who doesn’t like color, red is a symbol of a lot of culture. It has a different signification but never a bad one.

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