Context-Dependent Ethnic Identity and its Impact on Product Evaluations

Abstract

Researchers recognizing the influencing role of an individual’s ethnicity on consumption related behavior have treated ethnic identity as a unidimensional construct with ethnic group identification and majority group identification on the opposite ends of the continuum. The implication of such a conceptualization is that identification with either the ethnic group or the majority group is accompanied necessarily by the rejection of the other. This research work proposes ethnic identity to be composed of at least two dimensions- one corresponding to the identification with the ethnic group and the other relating to the identification with the majority group. The basis of this conceptualization is borrowed from Tajfel’s (1981) work on social identity which uses multiple group memberships that combine former affiliations with new ones to explain the development of an individual’s social identity. It is therefore, particularly helpful in understanding how immigrants’ social identities change as a result of living in a new country and coming in contact with different social group(s). Given the high educational and occupational status of ‘new immigrants’ (mainly Asian Americans) to the United States, a model favoring cultural pluralism is likely to emerge. The new immigrants accept the institutional arrangements and value system of the American society and participate actively in the educational, economic, and political institutions, thus contributing positively to the American society. But, they see no conflict with the larger society if they maintain their culture, religion, customs, and festivities. Mehta and Belk (1991) have supported this view by putting forth that the immigration decision is voluntary and often job related which leads to maintaining good relations with the dominant culture. At the same time, the immigrants’ prestigious occupations and intellectual resources gives them the ability to retain their cultural identity.