Relating Ethnic Attitudes and Consumption in an Asian Context
Subjects in a Chinese society were divided into high and low orientations toward Chinese values. Subjects' consumption values were studied across products and it was found that the high group relied more on price and quality dimensions while the low group showed preference for image. [ABSTRACT FROM AUTHOR]
Marketing | Race and Ethnicity
Strategy and Organisation
Advances in Consumer Research
Association for Consumer Research
TAN, Chin Tiong and McCullough, James.
Relating Ethnic Attitudes and Consumption in an Asian Context. (1985). Advances in Consumer Research. 12, 122-125. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/198