In a globalized world, multiculturalism is on the rise. This is not only fueled by migration patterns, but also by the increasing knowledge of local consumers about multiple cultures. Multicultural consumers develop certain unique characteristics. Specifically, through their cultural experiences, multicultural consumers develop greater cognitive flexibility, which refers to the ability to simultaneously consider multiple conflicting representations of a single object or event and to make uncommon associations.
This increased cognitive flexibility can lead to more creativity, given the increased flexibility in framing the same problem in different ways, as well as to preferences for certain types of brands, for example, brands with contradictory meanings.
Join us for this webinar, led by Professor Maria Rodas, as she provides a deeper understanding of multicultural consumers, and the consequences of multiculturalism.
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