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While the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging phenomenon of acculturation and identity negotiation.

Three experiments examined situational ethnicity, self-construal and identity negotiation in home and host culture work and social settings. Study 1 and Study 2 were conducted in the United Kingdom (UK), where the host country is the majority population. Study 3 was conducted in the United Arab Emirates (UAE), where the host country is the minority population. Study 4 utilized qualitative interviews in both countries.

Results from all four studies show that ethnic consumers deploy “indifference” as an identity negotiation mechanism when the host society is the majority population (UK) and when the host society has the minority population (UAE).

The authors offer new insights into identity negotiation by ethnic consumers when the host society is the majority population as well as the minority population. “Indifference”, i.e. preferring to neither fit in nor stand out as an identity negotiation mechanism, is deployed in work and social settings of home and host societies. The authors also advance the existing literature on acculturation by examining whether independent and interdependent self-construal influence identity negotiation.

The present study examines a range of police force on the continuum (firearms, TASER/chemical spray and physical force) to see whether they are associated with individual (subject and officer), situational and/or neighborhood factors.

A partial proportional odds model is used to analyze police use of force data from 2003 to 2016 in Dallas. Independent variables are allowed for varying effects across the different cumulative dichotomizations of the dependent variable (firearms vs TASER/chemical spray and physical force and firearms and TASER/chemical spray vs physical force).

Most officer demographic and situational factors are consistently significant across the cumulative dichotomizations of police force. In addition, suspect race/ethnicity (Hispanic) and violent crime rates play significant roles when officers make decisions to use firearms, as opposed to TASER/chemical spray and physical force. Overall, situational variables (subject gun possession and contact types) play greater roles than other variables in affecting police use of force.

Despite the large body of police use of force research, little to no research has used the partial proportional odds model to examine the ordinal nature of police force from physical to intermediate to deadly force. The current findings can provide important implications for policy and research.

In the flowery days of the 1960s, many scholars supported the modernization paradigm, by which developments in the industrialized world would override ethnic and other divisive categories. Sociologists foresaw the spread of modernization and its prevalence over tribal identities; Marxists (semi or neo) pointed to the overlap of ethnicity and class in societies in which particular stigmatized ethnic groups, such as gypsies in Hungary, or Falashas³ (Beta Israel) in Ethiopia, were congregated in the lower social and economic echelons of society, according to occupational specialization and low income. According to the socialist paradigm, class ties would emerge as authentic ties binding like-minded people, and ethnicity would come to be seen as a mere facade for class.

As the population and purchasing power of ethnic minority consumers in the USA continue to grow, more marketers are using subcultural segmentation and targeted marketing to reach these consumers. Meanwhile, some marketers have grown increasingly concerned with the cost‐effectiveness of ethnic segmentation and differentiated marketing. This research reviews various methods for segmenting the ethnic markets and suggests the nested approach and cost‐benefit optimization for analyzing the cost‐effectiveness of ethnic segmentation and marketing. Furthermore, this research proposes four alternative strategies for marketing in a multicultural environment. Directions for future research and managerial implications are explored.

Purpose: This chapter seeks to understand ethnic identification among second-generation consumers by drawing upon the lived experiences of British Indian migrants in England.

Methodology/Approach: The authors analyze interviews with middle-class, Hindu, second-generation British Indian women through Bourdieu’s key concepts of capital, field, habitus, and distinction.

Findings: Through resources such as Bollywood cinema, and Indian schools for language, music, and dance, second-generation consumers acquire, use and (re) produce situationally prized subcultural capital for distinction from other ethnic consumers and members of the white majority group. Ethnicity is central to second-generation consumers’ identity projects, and their everyday social interactions. Ethnicity is considered in uplifting and empowering terms, and first-generation consumers play a key role in reinforcing this belief.

Research Limitations/Implications: Due to our small sample size, limited by class, religion, and gender, the findings of this chapter might not be generalizable to the wider population. Instead, they can be used to develop new theoretical ways of understanding ethnicity in multicultural settings with long-established migrant populations.

Social Implications: Ethnicity can play a central and positive role in the everyday lives of second-generation consumers. By investigating this further, we can improve our understanding of contemporary, multicultural societies.

Originality/Value of Paper: Prior work in consumer research has focused on understanding first-generation migrant consumers through the lens of acculturation, and foregrounding experiences of stigma and tension. Instead, the authors foreground the positive and uplifting lived experiences of second-generation consumers in relation to their ethnicity. This chapter extends the literature on second-generation ethnic consumer identity work.

Observes that, although ethnicity is an important issue in consumer behaviour, it has received relatively little attention in the UK. Indicates that there are considerable variations in occupational and personal pension scheme membership between different ethnic groups. Notes that financial institutions appear to be unaware of these differences and have made few attempts to explore the financial needs of diverse ethnic groups. Discusses some of the ways in which financial institutions could meet the needs of the Asian market for pensions.

Explores the universality of Belk’s concept of situational variables in their relationship with consumer purchase within two different cultures. Considers the relationship of five empirical dimensions with two measures of consumer purchase behaviour. The five empirical manifestations of the situational variables were included in surveys conducted in India and the USA. The empirical dimensions of the situational variables (frequency of shopping visit; the usual time of day for shopping; travel time; time spent; and number of companions) were all statistically significant when comparing India and the USA with respect to shopping behaviour (purchase of food or beverage and purchase of other products). Includes examples of how marketers might influence consumer situations within the Belkian framework in order to modify purchase behaviour.

This article aims to explore attitudinal and behavioural differences between target and non‐target groups of ethnic advertisements. It seeks to expand the existing body of knowledge by investigating these differences from the perspective of young consumers in an Eastern context. This helps in testing the established theories of distinctiveness and cultural schemas in an Eastern society.

The study sample consists of 1,600 randomly selected adolescents from different states of Malaysia. Data were analysed using MANOVA, ANOVA and t‐test to explore the group differences between adolescents based on their ethnicity and advertisement type.

The results indicate a significant group difference between target and non‐target respondents to the advertisement. It also shows that ethnicity is a viable target variable for both majority and minority ethnic groups in Malaysia.

Although there are many ethnic groups in Malaysia this research only investigated two ethnic groups. Therefore, the results may not be applicable to other ethnic minority groups in Malaysia.

The study explores the possibility of using ethnicity as a target variable for adolescents in an Eastern context. It investigates the issue in a holistic manner by incorporating views from target as well as non‐target groups.

Using an index of English‐French Canadian ethnicity developed on the basis of language use in various social communication situations, this study investigates the relationship between ethnicity and use (ownership) of several financial services. A significant result is found in all cases even after removing the effects of income, family life cycle and size.

This paper aims to deal with the issue of researchers’ responsibility for the dissemination of ideologies which have led to the cultural marginalisation and categorisation of minority social groups into a dominant/dominated relationship in France. One telling example is the way ethnic segmentation – as now used in marketing – finds its roots in the colonial paradigm.

A critical and analytical review of the literature on ethnic marketing.

The current paradigm which splits the world into centre and periphery or dominant and dominated, in the French context, is not the only existing one. In the framework of postcolonial studies, researchers in marketing now approach the ethnic market by being as close to consumers as possible and by adapting their methodology to the Consumer Culture Theory.

Some researchers have become aware that the feeling of ethnic self-identification would not exist without the involvement of the dominant group who imposes their view on minorities. As to multicultural individuals, minorities have to adjust to a great variety of social situations by drawing from a set of available cultural identities. It is therefore more a question of multiple selves than ethnic identity. Multicultural individuals create their own identity and co-create new social categories from the grey area between dominant and dominated groups. The postcolonial approach raises the question as to whether ethnicity is a mere ideological construct with no underlying reality but the actual domination of minorities.