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The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais

The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais Investigates the effect of adaptors’ race and cultural adaptation on attraction when American salespersons adapt to Thai buyers. Suggests that the results support the hypohtesis that the race of foreigners, despite the fact that they were born and raised in the same country moderates the effect of adaptation on attraction. Highlights that when Americans do adapt their behaviour, adaptation by those who are more racially different from the Thai perceivers is more effective than those who are less racially different. Provides some managerial implications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

The effect of adaptors’ race and the cultural adaptation on attraction: Americans adapting to Thais

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555850210764891
Publisher site
See Article on Publisher Site

Abstract

Investigates the effect of adaptors’ race and cultural adaptation on attraction when American salespersons adapt to Thai buyers. Suggests that the results support the hypohtesis that the race of foreigners, despite the fact that they were born and raised in the same country moderates the effect of adaptation on attraction. Highlights that when Americans do adapt their behaviour, adaptation by those who are more racially different from the Thai perceivers is more effective than those who are less racially different. Provides some managerial implications.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Mar 1, 2002

Keywords: National cultures; Salesforce; Thailand; USA

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