Consequences of Cultural Fluency

James Mourey, DePaul University, USA
Ben C.P. Lam, Iowa State University, USA
Daphna Oyserman, University of Michigan, USA
We introduce the concept of cultural fluency to describe the experience of ease that occurs when perceiving a culturally ‘right’ situation. We examine the consequences of cultural fluency on consumption, choice, and cognitive processing in a variety of consumer contexts and across cultures. Theoretical and managerial implications are discussed.
[ to cite ]:
James Mourey, Ben C.P. Lam, and Daphna Oyserman (2013) ,"Consequences of Cultural Fluency", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.