The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais

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.

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