How bicultural consumers respond to marketing cues
Thursday, October 4, 2012 - 15:00
in Psychology & Sociology
Consider a Japanese-American woman strolling through a mall. If she passes by a UNIQLO store, is she more likely to opt for sushi than a hamburger when she reaches the food court? Would this cue of Japanese culture draw out her Japanese side? The answer, new research suggests, depends on the degree to which she has integrated her cultural identities.