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EMAC 2022 Annual

A Conceptualisation of Consumer Multiculturation

Published: May 24, 2022


Duong Nguyen, Newcastle University; Qionglei Yu, Newcastle University; Natalia Yannopoulou, Newcastle University


The rise of cross-border mobility, international trade and internet usage enhances intercultural interactions between marketer-consumer and consumer-consumer of different cultures. As consumers interact with multiple cultures at the same time, their cultural identity and practices could change and become more complex. This paper brings international marketing and consumer research attention to consumer multiculturation. Based on acculturation theory and the limited development of consumer multiculturation, we conceptualise consumer multiculturation by redefining the concept and generating its characteristics. Also, we discuss factors that could affect consumer multiculturation; thereafter propose a theoretical framework. The conceptualisation of consumer multiculturation will help to advance knowledge in international marketing and cross/inter-cultural consumer behaviour by differentiating it with consumer acculturation and enhancing the accuracy of measurement.