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Situational Ethnicity and Consumer Behavior

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  • Stayman, Douglas M
  • Deshpande, Rohit
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    Abstract

    The role of situational ethnicity in consumption behaivor is examined, and the relationship between ethnicity and consumption is argued to be affected by the situational contexts in which choices are made. Situational effects are proposed to operate through changes in the level of felt ethnicity and in the relationship between felt ethnicity and behavior. An empirical study demonstrates these effects by showing the impact of two situational dimensions--social surroundings and antecedent conditions--on ethnic food choices. Copyright 1989 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 16 (1989)
    Issue (Month): 3 (December)
    Pages: 361-71

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    Handle: RePEc:ucp:jconrs:v:16:y:1989:i:3:p:361-71

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Cleveland, Mark & Chang, William, 2009. "Migration and materialism: The roles of ethnic identity, religiosity, and generation," Journal of Business Research, Elsevier, vol. 62(10), pages 963-971, October.
    2. Reed, Americus & Forehand, Mark & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/357429, Katholieke Universiteit Leuven.
    3. Cleveland, Mark & Laroche, Michel, 2007. "Acculturaton to the global consumer culture: Scale development and research paradigm," Journal of Business Research, Elsevier, vol. 60(3), pages 249-259, March.
    4. Anthony Miyazaki & Kimberly Taylor, 2008. "Researcher Interaction Biases and Business Ethics Research: Respondent Reactions to Researcher Characteristics," Journal of Business Ethics, Springer, vol. 81(4), pages 779-795, September.
    5. Wamwara-Mbugua, L. Wakiuru & Cornwell, T. Bettina & Boller, Gregory, 2008. "Triple acculturation: The role of African Americans in the consumer acculturation of Kenyan immigrants," Journal of Business Research, Elsevier, vol. 61(2), pages 83-90, February.
    6. Puccinelli, Nancy M. & Deshpande, Rohit & Isen, Alice M., 2007. "Should I stay or should I go? Mood congruity, self-monitoring and retail context preference," Journal of Business Research, Elsevier, vol. 60(6), pages 640-648, June.
    7. Rosenbaum, Mark S. & Montoya, Detra Y., 2007. "Am I welcome here? Exploring how ethnic consumers assess their place identity," Journal of Business Research, Elsevier, vol. 60(3), pages 206-214, March.
    8. Chattaraman, Veena & Rudd, Nancy A. & Lennon, Sharron J., 2009. "Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator," Journal of Business Research, Elsevier, vol. 62(8), pages 826-833, August.

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