The Asian‐American consumer group is thought to be the fastest‐growing market in the USA. Asian‐Americans are thought to be well‐educated, generally affluent, and geographically concentrated. However, significant cultural and language differences among Asian subgroups are often...

The impact of assimilation on a consumer’s susceptibility to interpersonal influence is assessed in samples of first‐generation Armenian and Chinese immigrants to the US. We find that: (a) Chinese immigrants are more susceptible to interpersonal influence than are Anglo‐Americans who in...

Looks at the difference in the use of money‐off coupons between Anglo‐Americans and African‐Americans ‐ marketers today are currently being challenged to understand the complexities of ethnic markets as they grow in numbers throughout the USA and have an increasing interest in...

Reports a study of 214 Chinese Canadian consumers across eight product categories. This study shows that intracultural differences in consumer behavior are inadequately explained by the psychological construct of ethnic identification, and that additional explanatory power is achieved when...

Purpose – Aims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint. Design/methodology/approach – A telephone survey was conducted to determine the extent to which husbands influenced the...