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Although previous studies have provided some exploratory evidence of the gender‐taste association, empirical evidence on the causal relationships and downstream consequences of such an association in the consumer behavior domain is still lacking. To address this gap, the present research empirically documents the association between gender and taste, and explores the spillover effect of brand gender...
Although ample research has recognized air pollution as a severe threat to human health and emotion, little research has been conducted on its impact on consumers' information‐processing style. This study explores the effect of reduced visibility caused by air pollution on the construal level adopted by consumers. Specifically, we document how low visibility caused by air pollution makes people more...
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