Faculty Scholarship 1994 - Present

Some Cross-Cultural Consumer Orientations Related to Dinner Choices: Findings from an Expl Study

Scales and self-segmentation categories reflecting sensitivities to monetary and non-monetary costs of consumption were examined in relation to dinner preferences. Results of an exploratory study conducted in the United States and Singapore indicate that respondents' scores on these scales were associated with patterns of food preferences, but also demonstrate some pitfalls of cross-cultural research on food choices. Implications for research and foodservice marketing practice are considered.