Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Situational Ethnicity and Consumer Behavior

Situational Ethnicity and Consumer Behavior Abstract The role of situational ethnicity in consumption behavior 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. This content is only available as a PDF. Author notes * Douglas M. Stayman is Assistant Professor of Marketing, College of Business Administration, University of Texas, Austin, TX 78712. Rohit Deshpande is Professor of Marketing, Amos Tuck School of Business Administration, Dartmouth College, Hanover, NH 03755. Order of authorship was determined randomly, as both authors contributed equally. Financial assistance was provided by grants from the University Research Institute at the University of Texas, Austin, and the Tuck Associates Program at Dartmouth College. The authors would like to thank Mark Alpert, Steve Brown, Ajay Kohli, Ron Faber, the Northeast Marketing Consortium participants, and especially the JCR reviewers for constructive suggestions on earlier versions of the article, as well as Dave Aaker and Kevin Keller for assistance with the research at the University of California, Berkeley. © JOURNAL OF CONSUMER RESEARCH http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Situational Ethnicity and Consumer Behavior

Loading next page...
 
/lp/oxford-university-press/situational-ethnicity-and-consumer-behavior-WiQxS45N00

References (20)

Publisher
Oxford University Press
Copyright
© JOURNAL OF CONSUMER RESEARCH
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209222
Publisher site
See Article on Publisher Site

Abstract

Abstract The role of situational ethnicity in consumption behavior 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. This content is only available as a PDF. Author notes * Douglas M. Stayman is Assistant Professor of Marketing, College of Business Administration, University of Texas, Austin, TX 78712. Rohit Deshpande is Professor of Marketing, Amos Tuck School of Business Administration, Dartmouth College, Hanover, NH 03755. Order of authorship was determined randomly, as both authors contributed equally. Financial assistance was provided by grants from the University Research Institute at the University of Texas, Austin, and the Tuck Associates Program at Dartmouth College. The authors would like to thank Mark Alpert, Steve Brown, Ajay Kohli, Ron Faber, the Northeast Marketing Consortium participants, and especially the JCR reviewers for constructive suggestions on earlier versions of the article, as well as Dave Aaker and Kevin Keller for assistance with the research at the University of California, Berkeley. © JOURNAL OF CONSUMER RESEARCH

Journal

Journal of Consumer ResearchOxford University Press

Published: Dec 1, 1989

There are no references for this article.