Effects of Steorotyping in Cross-Cultural Research: Are the Chinese Really Chinese?
Examines ethnicity of the consumer behavior of the Chinese people. Detection of Chinese attitude patterns and consumption behavior in Singapore; Questions on the nature of ethnic segmentation; Need for alternate operationalization of ethnicity.
Organisational Behaviour and Human Resources
Advances in Consumer Research
Association for Consumer Research
McCullough, James; TAN, Chin Tiong; and WONG, John.
Effects of Steorotyping in Cross-Cultural Research: Are the Chinese Really Chinese?. (1986). Advances in Consumer Research. 13, 576-578. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/208