Previous research on the comparative mindset effect suggests that consumer purchases often involve three sequential steps (Xu and Wyer 2007; 2008). First, they decide whether-to-choose, then they
Consumers make both hedonic and utilitarian choices. Generally, hedonic choices are guided by pleasure-seeking goals and are more pleasurable than utilitarian ones, which are often guided by
The concept of nostalgia has played an important role in consumer research for the last decades. Its main conceptualization is one of “bitter-sweet” feelings of longing for a past considered as
Consumer acculturation is commonly understood as a process of physical movement and the resulting adaptation to the cultural environment in one country by persons from another country (Peñaloza
Migrants, as well as their children, typically live in a ‘hyperethnicized’ world. Institutional pressures coming from the outside— the dominant society as well as the ethnic communities