When Does Culture Matter? Effects of Personal Knowledge on the Correction of Culture-Based Judgments

Vol. XLIII (August 2006), 395–408 395 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Donnel A. Briley is Associate Professor of Marketing, School of Business, University of Sydney (e-mail: [email protected]). Jennifer L. Aaker is General Atlantic Professor of Marketing, Graduate School of Business, Stanford University (e-mail: [email protected]). While completing this research, the first author was Visiting Scholar at the Graduate School of Business, Stanford University. This research was supported by a grant from the Hong Kong government (RGC HKUST 6194/04H) and by the Center for Global Business and the Economy at the Stanford Graduate School of Business. The authors gratefully acknowledge the comments of the three anonymous JMR reviewers and, in particular, the late Dick Wittink, for his exceptional guidance, encouragement, and insight. DONNEL A. BRILEY and JENNIFER L. AAKER*