What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers?

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Consumer Behavior

ISBN: 978-1305507272

7th edition

Authors: Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters

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Question Posted: Sep 26, 2018 05:57 AM

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What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers?

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Frame switching is often seen in bicultural individuals who swit...View the full answer

Consumer Behavior

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