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1. Subcultural Differences in the Ability to Disembed Package Information

Author

Karen Dale Hankel and Stephen Calcich

Subjects
Product category, Subculture, Advertising, Sociology, Store brand
Abstract

Individual variât ions in the ability of consumers to disembed package information may be the result of a number of factors such as learning, education, social classy and subculture. This study examines subcultural difference in the a-bility to disembed and therefore use package information.

Published
2015
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