Re-interpreting marketings role in the study of the Asian consumer

Foo Nin Ho and Jared Wong

Chapter 13 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 170-180 from Edward Elgar Publishing

Abstract: What researchers may often forget is that the largest ethnic group in the world is Han Chinese (Chiang et al., 2018; Parker et al., 2001); in fact, about 60% of the world's population lives in an Asian country. When marketing studies seek to make claims about "universal" consumption behavior, ironically, they often use a sample that is misrepresentative of the global populace. Consumers in the United States are not the gold standard to measure consumption behavior that ostensibly generalizes to the world at large; instead, to begin to make claims about fundamental and universal human behavior, researchers must, at the very least, consider Asians. Therefore, we make a provocative claim: Whether or not researchers are interested in studying Asian consumers, both for methodological soundness and theoretical generalizability, it is imperative.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
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