Study reveals how bicultural consumers respond to marketing cues

Consider a Japanese-American woman strolling through a mall. If she passes by a UNIQLO store, is she more likely to opt for sushi than a hamburger when she reaches the food court? Would this cue of Japanese culture draw out her Japanese side? The answer, according to new research from Columbia Business School's Michael Morris, the Chavkin-Chang Professor of Leadership, and Aurelia Mok, Assistant Professor, City University of Hong Kong (she received her Ph.D. from Columbia Business School in 2010), depends on the degree to which she has integrated her cultural identities.