Culture is the most complex and powerful influence on consumer behavior. Within culturally heterogeneous societies, marketing managers must consider the psychological and behavioral effects that emanate from ethnic identity. Of the many values that immigrants bring to their adopted home, some...

Purpose: Cosmopolitanism and xenocentrism denote distinct individual orientations toward cultural outgroups. The former considers an individual’s openness to cultural diversity and ability to navigate through intercultural environments, whereas the latter describes an individual’s feelings...