The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais

Chanthika Pornpitakpan (Assistant Professor of Marketing at the National University of Singapore)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 1 March 2002

Abstract

Investigates the effect of adaptors’ race and cultural adaptation on attraction when American salespersons adapt to Thai buyers. Suggests that the results support the hypohtesis that the race of foreigners, despite the fact that they were born and raised in the same country moderates the effect of adaptation on attraction. Highlights that when Americans do adapt their behaviour, adaptation by those who are more racially different from the Thai perceivers is more effective than those who are less racially different. Provides some managerial implications.

Keywords

Citation

Pornpitakpan, C. (2002), "The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais", Asia Pacific Journal of Marketing and Logistics, Vol. 14 No. 1, pp. 59-72. https://doi.org/10.1108/13555850210764891

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Publisher

:

MCB UP Ltd

Copyright © 2002, MCB UP Limited

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