While cultural research in consumer behavior has examined some aspects of consumer behavior in China and India, there are many unanswered questions, especially with regard to how the rapid changes occurring in these markets are affecting consumers. The way consumption occurs in these markets has fundamentally changed in a fairly short period of time, giving researchers an unprecedented opportunity to document how consumer cultures evolve and how consumer learning occurs. We seek to examine new directions on conducting consumer research in China and India by holding email discussions and informal meetings between participants, culminating in this roundtable discussion at ACR.


Giana Eckhardt, Baba Shiv, and Akshay Rao (2008) ,"Participants:", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 889-890.


Giana Eckhardt, Suffolk University
Baba Shiv, Stanford University
Akshay Rao, University of Minnesota


NA - Advances in Consumer Research Volume 35 | 2008

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