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1989•Journal of Consumer ResearchRequires access

Situational Ethnicity and Consumer Behavior

Douglas M. Stayman, Rohit Deshpandé

Open publisher page 369 citations

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.

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What this paper is about

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.

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OpenAlex reports 369 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available 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.

Key concepts: Situational ethics, Ethnic group, Library science, Psychology, Advertising, Sociology, Social psychology, Computer science

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