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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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When conspicuous consumption becomes inconspicuous: the case of the migrant Hong Kong consumers


Document Information:
Title:When conspicuous consumption becomes inconspicuous: the case of the migrant Hong Kong consumers
Author(s):Ed Chung, (Assistant Professor, Business Administration, St Norbert College, DePere, Wisconsin, USA), Eileen Fischer, (Associate Professor, Marketing, Schulich School of Business, York University, North York, Ontario, Canada)
Citation:Ed Chung, Eileen Fischer, (2001) "When conspicuous consumption becomes inconspicuous: the case of the migrant Hong Kong consumers", Journal of Consumer Marketing, Vol. 18 Iss: 6, pp.474 - 487
Keywords:Consumer behaviour, Ethnic groups, National cultures
Article type:Research paper
DOI:10.1108/07363760110404378 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Hong Kong is often portrayed as a society where conspicuous consumption rules. We wanted to find out whether this peculiar consumer behavior would still be transparent among Hong Kong people who have emigrated to Canada. Through a survey, we tested the subjects’ propensity towards conspicuous consumption (as measured by two established scales) and attempted to find relationships between the dependent variables and a person’s ethnic identification as well as the strength of the person’s ethnic social ties. We failed to find support for the proposition that conspicuous consumption is related to a person’s ethnicity. Offers explanations and directions for future research, and also serves as a warning to the marketer that blindly accepting stereotypes could be erroneous in a practical as well as moral sense.



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