Abstract
AbstractThe socialization process into the East German culture has created a lasting impression on millions of former East Germans which will not be erased easily by the turn of political climate or financial gain. Despite a reunited Germany, consumers in what was once East Germany are different in many regards from consumers in what was once West Germany. The results of an empirical study comparing former East and West Germans suggest that consumers socialized in the East have different attitudes toward information sources, advertising, pricing and product quality, as well as differing abilities in evaluating products when compared to those socialized in the West. © 1993 John Wiley & Sons, Inc.
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