For Better Or For Worse: the Intersection of Cultures in Bi-National Homes

The majority of research studies in household decision making assume a level of homogeneity among household family members in terms of nationality and ethnicity. The culturally heterogeneous household has been virtually ignored by the decision making literature. This study addresses that gap in the literature through an investigation of the effect of cultural dynamics on decision roles and consumption behavior within the bi-national household. The significance of certain decisions, as well as the role of cultural competence as an aspect of expert power emerges. These findings clearly contribute to our understanding of cultural diversity and power dynamics in family decision-making.


Samantha N. N. Cross (2008) ,"For Better Or For Worse: the Intersection of Cultures in Bi-National Homes", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 162-165.


Samantha N. N. Cross, University of California, Irvine


NA - Advances in Consumer Research Volume 35 | 2008

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