Journal articles

Pusaksrikit, T., & Chinchanachokchai, S. (2023) Exploring the recipients’ attitudes and behaviors toward gift-giving: a cross-cultural comparison between Thailand and the USA. Asia Pacific Journal of Marketing and Logistics, 35(8), 1935-1950. https://doi.org/10.1108/APJML-02-2022-0133

Chinchanachokchai, P. & Chinchanachokchai, S. (2021) Write Your Own Luck Campaign: Pentel’s Successful Advertising Strategy Based on Superstitious Beliefs in Thailand. Journal of Advertising Education, 25(2), 96-120. https://doi.org/10.1177/10980482211042520

Pusaksrikit, T. & Chinchanachokchai, S. (2021). Cultural differences in gift recipients’ attitude and behavior toward disliked gifts. Journal of Consumer Marketing, 38 (5), 576-586 https://doi.org/10.1108/JCM-07-2019-3308 [Click HERE to download the preprint]

Chinchanachokchai, S., & Pusaksrikit, T. (2021) The Role of Self-Construal in Romantic Gift Posting across Social Networking Sites. Computers in Human Behavior, 17, 106665. https://doi.org/10.1016/j.chb.2020.106665

Koo, M., Shavitt, S., Lalwani, A. K., & Chinchanachokchai, S. (2020). Engaging in a Culturally Mismatched Thinking Style Increases the Preference for Familiar Consumer Options for Analytic but not Holistic Thinkers. International Journal of Research in Marketing, 37(4), 837-852. DOI:10.1016/j.ijresmar.2020.03.004

Pusaksrikit, T., Pongsakornrungsilp, S., Chinchanachokchai, S., Crosby, E. (2018). The Superstitious Journey of Thai Lottery Gamblers. Journal of Marketing Management, 34 (13-14), 1126-1148. DOI: 10.1080/0267257X.2018.1513420.

Chinchanachokchai, S., Pusaksrikit, T., & Pongsakornrungsilp, S. (2017). Exploring Different Types of Superstitious Beliefs in Risk-Taking Behaviors: What We Can Learn from Thai Consumers. Social Marketing Quarterly, 23(1), 47-63, doi: 10.1177/1524500416672439.

Chinchanachokchai, S. & Noel, H. (2015). The Devil is in the Details: When Holistic Thinkers React Negatively to Incongruent Information. Contemporary Management Research, 11(1), pp. 23-32, doi:10.7903/cmr.13853.

Book chapters

Chinchanachokchai, S., & Pusaksrikit, T. (2019). Characteristics and Meanings of Good and Bad Romantic Gifts across Cultures: A Recipient Perspective. In Gifts, Romance, and Consumer Culture, eds. Yuko Minowa and Russell Belk (pp. 80-98), Routledge Interpretive Marketing Research Series.