It’S Not Just What You Eat, But Where You Eat: Regional Perceptions of Authenticity in Mexican Restaurants

Cultural interpenetration, “the exposure of members of one culture (or subculture) to another through direct experience and/or indirectly through the media or the experiences of others,” is a growing trend in the United States (Andreasen, 1990). Cultural exposure is impacted by a variety of “image formation agents” (i.e. direct contact, news and popular culture, etc.) (Gartner, 1993), with ethnic themed restaurants providing another point of contact to experience a foreign culture (Germann Molz, 2003). However, an individual’s determination of the restaurant’s authenticity is influenced by their own set of experiences (Lu and Fine, 1994; Germann Molz, 2003), with one intervening factor being the consumers’ proximity to the host culture. The purpose of this study is to investigate how geography (distance from the host country) mediates individuals’ perceptions of “authentic” Mexican themed restaurants and to identify which information sources influence their beliefs.



Citation:

Caroline Lego Muñoz and Natalie Wood (2006) ,"It’S Not Just What You Eat, But Where You Eat: Regional Perceptions of Authenticity in Mexican Restaurants", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 54-55.

Authors

Caroline Lego Muñoz, Fairleigh Dickinson University, USA
Natalie Wood, Saint Joseph’s University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 1 | 2006



Share Proceeding

Featured papers

See More

Featured

Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More

Featured

Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.