Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective

This paper offers a motivational perspective on why consumers engage with products and services assigned with diverse cultural meanings, in multicultural marketplace contexts, where interactions with multiple cultures occur routinely, voluntarily and involuntarily. It conceptualizes and empirically delineates the different motivations that underpin consumers’ positive dispositions for culturally plural consumption (PDCPC) via 31 interviews...