search query: @author Deshpandé, R. / total: 20
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| Author: | Stayman, D. M. Deshpande, R. |
| Title: | Situational ethnicity and consumer behavior. |
| Journal: | Journal of Consumer Research
1989 : DEC, VOL. 16:3, p. 361-371 |
| Index terms: | CONSUMER BEHAVIOUR ETHNIC FOODS USA |
| Language: | eng |
| Abstract: | The role of situational ethnicity in consumption behaviour is examined. The situational factors and type of product are hypothesized to influence the relationship between ethnicity and behaviour . Situational effects are proposed to operate through changes in the level of felt ethnicity and in the relationship between felt ethnicity and behaviour. These effects are demonstrated by showing the impact of social surroundings and antecedent conditions on ethnic food choices. |
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