Consumer cosmopolitan and acculturative motivations: An executive function aspect of ethnic identity

Ethnic identity has been found to be an influential factor in cross-cultural consumption. The existing research on consumer ethnicity relies on the self-consciousness of self-identity. There are two assumptions in the current framework of consumer ethnicity. First, seeking self-esteem from ingroup cultural identity drives consumers to consume ingroup cultural products over outgroup products. Second, ingroup favoritism is reciprocally associated with outgroup negativity. In light of recent questions about the validity of these assumptions in intergroup relation studies, this dissertation adopts the executive aspect of self-identity, and defines consumer cosmopolitan motivation (CCM) and consumer acculturative motivation (CAM) as two possible alternative motivations influencing consumption.;This dissertation reviews the cosmopolitanism and acculturation literatures to define CCM and CAM. CCM refers to a worldly identity. CCM is the search for self-improvement through consuming outgroup-cultural products. CAM refers to an outgroup cultural identity. CAM is the establishment of a relationship with the host cultural society through consuming outgroup-cultural products. These motivations are independent of an individual's favoritism toward ingroup-cultural products.;This dissertation also investigates the psychological characteristics of CCM and CAM based on self-construal theory. This dissertation proposes that CCM is consistent with independent self-construal, while CAM is consistent with interdependent self-construal.;Theoretically, the executive aspect of conceptualization of ethnic identity allows a dynamic interaction of multiple possible selves that are activated by ethnic self-awareness. In managerial terms, CCM and CAM provide alternative psychological bases with which managers can segment global consumers, and upon which they can construct effective communication messages that are targeted to global consumer segments.