Mixed Origins, Diverse Preferences: Consumption Compromises in Contemporary Homes

When cultures interact within the confines of the family, consumption decisions take on meaning beyond simply what is purchased and why. The usual compromises spouses face are amplified when one spouse is an immigrant to the native spouse’s homeland. Implications are drawn for the family decision-making literature and consumer/brand relationships.


Samantha N.N. Cross and Mary C. Gilly (2011) ,"Mixed Origins, Diverse Preferences: Consumption Compromises in Contemporary Homes ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Samantha N.N. Cross, Iowa State University, USA
Mary C. Gilly, University of California, Irvine, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking

Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada

Read More


The Psychology of Fun: Inquiry into Consumers' Fun Experiences

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA

Read More


F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation

Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University

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.