Towards a value-based perspective of consumer multicultural orientation

With the increasing importance of multicultural marketplaces, characterised by dynamic and intersecting cultural flows, we draw attention towards the ways in which individual consumers may co-evolve with these markets. Specifically, we draw upon interdisciplinary studies of cultural competences and the theory of basic human values to conceptualise an individual's ‘multiculturality’ as a value reprioritisation process towards a multicultural...