The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 1 March 2002
Abstract
Investigates the effect of adaptors’ race and cultural adaptation on attraction when American salespersons adapt to Thai buyers. Suggests that the results support the hypohtesis that the race of foreigners, despite the fact that they were born and raised in the same country moderates the effect of adaptation on attraction. Highlights that when Americans do adapt their behaviour, adaptation by those who are more racially different from the Thai perceivers is more effective than those who are less racially different. Provides some managerial implications.
Keywords
Citation
Pornpitakpan, C. (2002), "The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais", Asia Pacific Journal of Marketing and Logistics, Vol. 14 No. 1, pp. 59-72. https://doi.org/10.1108/13555850210764891
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited