Examines two important streams of migrant consumer research, specifically the contributions made by the study of cultural values and migrant acculturation. Noting the inadequacies of focusing on just one single perspective, reports an interpretative research conducted with ethnic Chinese migrant...

Self‐image, product image and their combination, self‐congruity, are important concepts in consumer behaviour. They have been hypothesised and found to affect significantly product choice and purchase intention. In this study, two samples from contrasting cultural backgrounds are compared in...

Understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior (CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, CCB...

Previous research in the area, predominantly conducted in North America with Hispanics or French Canadians, has provided two alternative models of acculturation. This study examines empirically whether the assimilation model of acculturation is more valid than the “unique behavior”’ model...

This paper presents a cross‐cultural study of organic food consumption. Relationships between health and diet concern, environmental concern, confidence in the conventional food industry, demographic characteristics, and intensity of organic food consumption of consumers from Denmark (mature...

Hong Kong is often portrayed as a society where conspicuous consumption rules. We wanted to find out whether this peculiar consumer behavior would still be transparent among Hong Kong people who have emigrated to Canada. Through a survey, we tested the subjects’ propensity towards conspicuous...

The present study compares the ethical perceptions of three sub‐cultural groups living in the USA – Anglos, strongly identified Hispanics, and weakly identified Hispanics. It compares the responses of these three groups to two ethical scenarios using conjoint analysis, in addition to the...

Based on a multi‐national lifestyle survey, this study investigated consumer lifestyle differences between individualist cultures (Britain and the USA) and collectivist cultures (China and Japan). Congruent with previous findings on values and lifestyles differences between idiocentrics...

Purpose – The purpose of this paper is to examine what types of consumption values are taught at elementary schools in Mainland China, how these values are presented, and how these values relate to traditional Chinese cultural values. Design/methodology/approach – A content analysis of 72...