Service Acculturation in the Financial Context

This study is an attempt to bring consumer acculturation to its roots by exploring learning processes that occur when consumers serially relocate. We contribute to consumer acculturation literature by showing how repeated consumer movement initiates the process of consumer multiculturation, resulting in accumulation of cultural knowledge.


Alisa Minina and Lisa Peñaloza (2015) ,"Service Acculturation in the Financial Context", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 799-799.


Alisa Minina, Stockholm University, Sweden
Lisa Peñaloza, Kedge Business School, France


NA - Advances in Consumer Research Volume 43 | 2015

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