Engaging in a culturally mismatched thinking style increases the preference for familiar consumer options for analytic but not holistic thinkers

Our research examines the likelihood of choosing a well-known brand or product (e.g., global brands, national chain stores) relative to a new one (e.g., niche brands, local stores). Six studies examine the asymmetric consequences of engaging in an analytic or holistic thinking style that mismatches the dominant thinking style associated with one's cultural background. Our studies show that engaging in a culturally mismatched (versus matched)...