Purpose

While the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging phenomenon of acculturation and identity negotiation.

Design/methodology/approach

Three experiments examined situational ethnicity, self-construal and identity negotiation in home and host culture work and social settings. Study 1 and Study 2 were conducted in the United Kingdom (UK), where the host country is the majority population. Study 3 was conducted in the United Arab Emirates (UAE), where the host country is the minority population. Study 4 utilized qualitative interviews in both countries.

Findings

Results from all four studies show that ethnic consumers deploy “indifference” as an identity negotiation mechanism when the host society is the majority population (UK) and when the host society has the minority population (UAE).

Originality/value

The authors offer new insights into identity negotiation by ethnic consumers when the host society is the majority population as well as the minority population. “Indifference”, i.e. preferring to neither fit in nor stand out as an identity negotiation mechanism, is deployed in work and social settings of home and host societies. The authors also advance the existing literature on acculturation by examining whether independent and interdependent self-construal influence identity negotiation.

中文翻译：

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情境种族与身份协商：“冷漠”作为身份协商机制

目的

虽然关于移民的文献强调了各国东道国和移民人口的重塑，但市场营销方面的研究却很少，以调查文化适应的演变动态。本研究的目的是进一步理解文化适应和身份协商的新兴现象。

设计/方法/方法

三项实验检查了家庭和东道国文化工作和社会环境中的情境种族、自我解释和身份协商。研究 1 和研究 2 在东道国占多数的英国 (UK) 进行。研究 3 在阿拉伯联合酋长国 (UAE) 进行，东道国是少数族裔。研究 4 在这两个国家都使用了定性访谈。

发现

所有四项研究的结果都表明，当东道国社会是多数人口（英国）和东道国社会有少数人口（阿联酋）时，少数民族消费者将“冷漠”作为一种身份协商机制。

原创性/价值

当东道国社会是多数人口和少数人口时，作者对少数民族消费者的身份协商提供了新的见解。“冷漠”，即不喜欢作为一种身份协商机制既不适合也不突出，被部署在家庭和东道国社会的工作和社会环境中。作者还通过检验独立和相互依赖的自我解释是否影响身份协商来推进现有的文化适应文献。