Abstract In this paper authors explore insufficiently addressed acculturation behaviors of expatriates. Based on the consumer acculturation literature and congruity theory, authors explore how expatriate’s acculturation behaviors steer consumer’s propensity to buy local food brands under conditional effects of mental attachments to home country. In order to test the proposed model a survey was conducted among 212 expatriates from developed economies living in the Greater Middle East. Study shows that expatriate consumers’ acculturation will lead to higher propensity for buying local food brands when: 1) they perceive higher similarity between their home and host country retail system attributes and 2) locally produced food brand’s perceived value is equal or better than the perceived value of food brands from expatriates’ home country.

中文翻译：

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外籍消费者的文化适应：对祖国的心理依恋的条件影响

摘要本文作者探讨了外派人员应对能力不足的行为。基于消费者文化适应的文献和一致性理论，作者探索了外籍人员的文化行为如何在消费者对本国产生依恋的条件影响下，引导消费者购买本地食品品牌的倾向。为了检验提议的模型，对居住在大中东地区的212个发达经济体的外籍人士进行了调查。研究表明，在以下情况下，外籍消费者的文化适应将导致购买本地食品品牌的倾向更高：1）他们认为本国和东道国零售系统属性之间的相似度更高； 2）本地生产的食品品牌的感知价值等于或大于感知价值外籍人士所在国家/地区的食品品牌的价值。