Movie Selection and E-WOM Preference: A Cross-Cultural Perspective

Xiaoming Hao
Xiaoming Hao

International Journal of Communication, pp. 212016.

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Other Links: academic.microsoft.com

Abstract:

This article investigates the quantity- and quality-motivated bandwagon effects on individual movie selection from a cross-cultural perspective. Based on theories of information processing and decision making, we examined how people from different cultural backgrounds (e.g., collective versus individual and vertical versus horizontal cult...More

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