David Taylor
   Department   Kyoto University of Foreign Studies  Department of Global Studies, Faculty of Global Engagement
   Position   Professor
Date 2008/02/22
Presentation Theme How Consumers React to the Spread of Unexpected Good and Bad Events
Conference Society for Consumer Psychology Conference
Promoters Society for Consumer Psychology
Conference Type International
Presentation Type Abstract Only
Contribution Type Collaborative
Venue New Orleans, Louisiana, USA
Publisher and common publisher *Subimal Chatterjee, Kalpesh Desai, David Taylor
Details In this research, we investigate whether your reactions to good and bad events (e.g., how you feel about yourself, how you feel towards the brand that is the source of the event) depend upon whether you are personally affected or unaffected by the events, and furthermore, if these differential reactions are moderated by your cultural orientation