Consumer ethnic identity: The implications of short term exposure to a similar culture

The article focuses on a study regarding the concept of consumer ethnic identity. According to the article, the concept of ethnic identity is considered as a popular, but complicating subject among consumer researchers. It disregards the generic heritage and focuses on the sociocultural history of the individual. It further highlights the impact of relocation to a similar culture exert on consumer ethnic identity and the impact of short term cultural contact exert on consumer ethnic identity.