cDonald’s Corporation is a fast—food legend whose famous
Mgolden arches can be found in 118 different countries. The
company is the undisputed leader in the quick—service restaurant
(QSR) segment of the hospitality industry, with more than twic
Journal of Consumer Research Inc.
The Effects of Information Processing Mode on Consumers Responses to Comparative
Author(s): DeboraViana Thompson and RebeccaW. Hamilton
Source: Journal of Consumer Research, Vol. 32, No. 4 (M