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...

Cosmopolitanism (COS) is an important consumer characteristic for international market segmentation. To date, no empirical studies investigate how COS relates to consumer values. This research, involving samples of Canadians and Turks, focuses on the associations of individual- and...

Using experiments, this research examines the effects of individualism–collectivism (I–C) on creative performance in solitary and group brainstorming contexts. Affirming the individualistic and collectivistic character of the Canadian and Taiwanese samples, the quantity of ideas generated...