What is frame switching, and why do marketers have to consider it when targeting bilingual, bicultural consumers?
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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
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Related Book For
Consumer Behavior
ISBN: 978-1305507272
7th edition
Authors: Wayne D. Hoyer, Deborah J. MacInnis, Rik Pieters
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