Investigating the Motivational Processes Underlying Bicultural Consumer Response to Cultural Product Cues

Alexandra Aguirre-Rodriguez, Bryant University
Adriana Boveda-Lambie, University of Rhode Island
This paper contributes to biculturalism research by moving beyond the realm of cognitive processes impacting biculturals’ judgment into the realm of motivational processes impacting biculturals’ behavior. We integrate the bicultural competence, chronic goal activation, and scarcity literature to develop a framework that examines the mediating role of cultural identification motive activation in bicultural consumer response to cultural product cues as moderated perceived product scarcity. A preliminary study is presented that provides initial evidence of this framework. Study results, implications, and future research directions are discussed.
[ to cite ]:
Alexandra Aguirre-Rodriguez and Adriana Boveda-Lambie (2008) ,"Investigating the Motivational Processes Underlying Bicultural Consumer Response to Cultural Product Cues", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1028-1208.