Leonard Lee is Associate Professor, National University of SingaporeBernd Schmitt is the Robert D. Calkins Professor of International Business at Columbia Business School and Visiting Professor, ACI and Nanyang Technological University

• 1. Why the Asian Consumer? Bernd Schmitt 2. Emerging Research Themes on the Asian Consumer Leonard Lee Part I. Conceptual Models and Theories 3. Motivated Forgetting Following Social Identity Threat Amy N. Dalton and Li Huang 4. The Paradox of Possessions: When Having Less Can Be Merrier Haiyang Yang, Ziv Carmon, and Ravi Dhar 5. Unintended Effects of Planning in Goal Striving: Substitution and Amplification Leona Tam, Jelena Spanjol, and José Antonio Rosa 6. The Role of Impulsivity in Impulse Purchase Decision Making: A Cross-Cultural Comparison Sarah Hong Xiao and Michael Nicholson Part II. Cultural Differences in Consumer Behavior 7. Cultural Identity and the Antecedents of Risk Taking: Am I Good or Am I Lucky? Ana Valenzuela, Peter Darke, and Donnel Briley 8. Toward Understanding the Interplay Between Culture and Goals Antonios Stamatogiannakis, Haiyang Yang, and Amitava Chattopadhyay 9. Not All Fakes Are Created Equal: Cultural Differences in Considering Counterfeits Steven Chan and Nelson Amaral 10. Cultural Differences in Defensive Bias in Response to Deceptive Advertising Andy H. Ng and Peter Darke Part III. Diverse Consumer Behavior Among Asian Cultures 11. Malleable Preference: A Nation Equity Perspective Pavitra Jindahra and Surat Teerakapibal 12. Consumer Self-Connections to Global Brands in Asia Sunmyoung Cho 13. Impact of Spouses’ Past Influence Patterns on Economic Decision Making: A Couple’s Diary Technique Applied in Vietnamese Households E lfriede Penz and Erich Kirchler 14. Sequential Cross-Sectional Studies of Values in Singaporeand the United States Soo Jiuan Tan, Siok Kuan Tambyah, and Lynn R. Kahle Part IV. Current Practices 15. Consumers’ Perspective on Mobile Phone Marketing Mustika Sufiati Purwanegara, Ronny Armando Pitojo, and Mia Tantri Diah Indriani 16. Toward a Differential Understanding of Social Media Usage and Participation Benefits: A Cross-Cultural Comparison Between Eastern and Western Users Werner H. Kunz and Raymond R. Liu 17. Shape Matters: How Logo Shapes Influence Consumer Reactions Yuwei Jiang, Gerald J. Gorn, Maria Galli, and Amitava Chattopadhyay 18. Analyses of Corporate Visual Identities: Reaction of Japanese Consumers to Global Logo Changes Naoko Moriyoshi and Miho Sasaki 19. Epilogue

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