Mixed Origins, Diverse Preferences: Consumption Compromises in Contemporary Homes

Samantha N.N. Cross, Iowa State University, USA
Mary C. Gilly, University of California, Irvine, USA
When cultures interact within the confines of the family, consumption decisions take on meaning beyond simply what is purchased and why. The usual compromises spouses face are amplified when one spouse is an immigrant to the native spouse’s homeland. Implications are drawn for the family decision-making literature and consumer/brand relationships.
[ to cite ]:
Samantha N.N. Cross and Mary C. Gilly (2011) ,"Mixed Origins, Diverse Preferences: Consumption Compromises in Contemporary Homes ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.