Preface -- Contributors -- Introduction & cross cultural research -- The history of consumer psychology / Cathrine V. Jansson-Boyd & Nigel Marlow -- Cross cultural consumption / Susan Forquer Gupta -- Globalization, branding, and multicultural consumer behavior / Carlos J. Torelli & Mara Rodas...

How do immigrants and their children forge their identities in a new land--and how does the ethnic culture they create thrive in the larger society? Making Italian America brings together new scholarship on the cultural history of consumption, immigration, and ethnic marketing to explore these...