Consequences of Cultural Fluency

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.


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, Pages: .


James Mourey, DePaul University, USA
Ben C.P. Lam, Iowa State University, USA
Daphna Oyserman, University of Michigan, USA


NA - Advances in Consumer Research Volume 41 | 2013

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