Ethnicity in Business and Consumer Behavior

The worldwide increases in migration, tourism, and international trade mean that the role of ethnicity will increase in business seller-buyer behavior and in consumer behavior. We believe ethnicity has been regarded too narrowly in past accounts of business and consumer behavior. In this study, we propose a new tri-component conceptualization of ethnicity: our broader conceptualization of ethnicity encompasses biological-physical, personality, and cultural components, which have important behavioral consequences.