One of the most important subculture in contemporary international marketing perspective is ethnicity (Burton, 2009). In given consideration, Bosnia and Herzegovina (B&H) is an interesting research environment where three ethnic groups live together in a country that achieved its independence in...

Living with diversity requires that we sometimes accept outgroup practices that we personally disapprove of (i.e., tolerance). Using an experimental design, we examined Dutch majority group members’ tolerance of controversial practices with varying degrees of moral concern, performed by a...