An empirical assessment of cross-cultura
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Benny Barak; Denis Guiot; Anil Mathur; Yong Zhang; Keun Lee
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Article
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2011
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John Wiley and Sons
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English
⚖ 97 KB
## Abstract This study investigated which age measures, independent or interdependent, were better for cross‐cultural consumer research. Specifically, it assessed the fit between the “actual” and “ideal” self‐concept model within the framework of self‐construal theory by examining the actual and id