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Is the culture–emotion fit always important?

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  • Bu, Kyunghee
  • Kim, Donghoon
  • Son, Jungmin

Abstract

This study answers whether or not an ethnic food restaurant is better off when promoting culturally congruent emotions, or incongruent but context-specific emotions. Using self regulatory fit as the theoretical frame, this study confirms that culturally congruent emotions lead to higher satisfaction. However, it also evidences the homogenization of promotional emotions in ethnic food consumption context across cultures. The moderating role of involvement on satisfaction leads to a discussion on the interplay of local context and global content.

Suggested Citation

  • Bu, Kyunghee & Kim, Donghoon & Son, Jungmin, 2013. "Is the culture–emotion fit always important?," Journal of Business Research, Elsevier, vol. 66(8), pages 983-988.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:8:p:983-988
    DOI: 10.1016/j.jbusres.2011.12.021
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    References listed on IDEAS

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