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This paper aims to empirically test a model of different facets of perceived value (economic, emotional, aesthetic and convenience) and social mindfulness (SM) as determinants of consumer satisfaction and repurchase intentions of mobile smart wristbands.

A questionnaire designed to assess these effects was administered to students at a Midwestern US university. Data were analyzed using AMOS structural equation modeling software.

The findings reveal that SM was significant in explicating perceived convenience value. The utilitarian value measures in the model (economic and convenience) were found to significantly affect satisfaction and in turn, repurchase intention. Surprisingly, all hedonic-related constructs in the model (emotional and aesthetic) did not significantly affect satisfaction and subsequently, repurchase intentions.

Findings from this research suggest that when targeting young adults, marketing managers and retailers should focus their efforts to convenience value as influenced by SM.

This is one of only a few studies in marketing to investigate the role of SM and perceived value on satisfaction and repurchase intentions of a technology gadget among young consumers.

The purpose of this paper is to examine the effects of consumer ethnocentrism and country of origin across different immigrant communities.

A survey was used to collect data from immigrants in the USA and Mexico.

For immigrants with high levels of ethnocentrism, the bias for home and host country products interacts with the country of origin effect and creates multiple scenarios where the two effects move in the same or opposite directions. For immigrants with low levels of ethnocentrism, on the other hand, the country of origin effect alone is salient.

The authors used a modified version of CETSCALE. Future research should revisit the content and dimensionality of consumer ethnocentrism in immigrant and other multicultural settings.

Both scholars and practitioners should exercise caution when working with ethnocentrism and country of origin as today’s societies are increasingly multicultural, which requires major modifications to the theories and tools.

Similar to ways in which the US Census Bureau enabled multicultural consumers to assert their mixed identities, scholarly and business circles should embrace multiculturalism and empower immigrants.

Previous studies of consumer ethnocentrism and country of origin in multicultural contexts have restricted themselves to only one pattern of migration: consumers who move from developing to developed countries. The paper addresses this limitation by investigating various patterns of migration (including lateral, upward and downward) in multiple first-generation immigrant communities in two countries.

The purpose of this paper is to examine the cognitive and affective dimensions of COO and the owned-by/made-in cue combinations in first-generation immigrant markets.

The cognitive and affective dimensions were manipulated in a scenario-based experiment administered on 261 Mexican Americans in three product categories.

The cognitive and affective dimensions each have a distinct impact. When the two dimensions combine, the effect is stronger within the specialty product category, followed by the shopping product category, and, to a lesser extent, in the convenience product category.

The cognitive dimension was represented by the country’s degree of political, economic and technological development, whereas the affective dimension was traced by examining immigrants who identify with the emotional and symbolic meanings associated with countries involved in the country of origin (COO) message.

Managers should pursue emerging COO research whose concepts and designs are congruent with today’s global consumer culture. The authors find support for the stand-alone effects of made-in and owned-by COO cues, as well as the effects of the cognitive and affective dimensions of COO. When COO messages combine both made-in and owned-by cues, the cognitive and affective dimensions may work synergistically, depending on the product category.

This study adds to the nascent literature that recognizes the multiplicity of consumer identities, and bridges the gulf between the conventional COO research and the increasingly multicultural nature of the marketplace.

The purpose of this paper is to examine how country of origin and consumer ethnocentrism pertain to first-generation immigrants, who often identify with two or more countries.

After a pretest to validate the modified consumer ethnocentrism scale, the main study used a series of scenario-based experiments and compiled data from 419 members of four distinct first-generation immigrant communities.

Non-ethnocentric immigrants favor the products of economically advanced countries. Ethnocentric immigrants favor the products of their home and host countries relative to foreign products, regardless of the economic standing of foreign countries. When home and host countries represent significantly different degrees of economic advancement, both ethnocentric and non-ethnocentric immigrants favor the products of the more advanced country.

Apart from the individual effects of country of origin and consumer ethnocentrism, the interplay between the two effects can yield important insights. There are other ways to operationalize multicultural identity beyond studying first-generation immigrants. Researchers should go beyond nationality and incorporate other forces of cultural diversity.

For both ethnocentric and non-ethnocentric immigrants, the product that benefits from both effects is the most preferred, and the product that benefits from neither of the two effects is the least preferred. Where the product benefits from one but not the other effect, the two effects hold roughly equal power for ethnocentric consumers, but COO dominates CE for non-ethnocentric consumers.

The paper presents a critical evaluation and extension of the respective literatures investigating familiar constructs in multicultural settings.