PROGRAM NOW AVAILABLE

Multicultural Marketing: Innovations and the Road Ahead

SCP Boutique Conference

July 31 - August 1, 2025

Louisville, KY

About the Event

This conference aims to position the Society of Consumer Psychology as a leader in the study of multicultural marketing by bringing together scholars and practitioners dedicated to understanding this critical and rapidly evolving area. By focusing on consumers who embrace and identify with multiple cultures, we can bridge the gap between industry practices and academic research, ultimately leading to more effective and inclusive marketing strategies worldwide.

Dates and Deadlines

Submission Deadline: February 28, 2025
Notification Date: March 29, 2025
Registration Opens: May 2025

Fees

$400 USD Regular Fee
$200 USD PhD Student Fee

Quick Links

Schedule of Events

Thursday, July 31

1:00 pm – 1:15 pm | Welcome and Introductory Remarks

1:15 pm – 2:45 pm | Advanced Paper Session 1

Cultural Differences in the Age of AI: The Role of Privacy in Multicultural Consumer Decision-Making
Erica (Ji Hyun) Lee, University of Illinois*
Hyun Euh, University of Illinois
Daniel (Shih-Chun) Chin, National Taiwan University

Unlocking Multicultural Social Well-Being: The CARES Systemic Model and BMS Dynamic Identity
Gillian W. Oakenfull, Miami University*

Patients’ In-group Preference Enlarges when Seeking Healthcare for Mental Illness versus Physical Illness
Phyllis Xue Wang, Renmin University of China
Zhengyu Shi, Shanghai Jiao Tong University
Jinjie Chen, University of Georgia*
Qiyuan Wang, Hong Kong Polytechnic University

2:45 pm – 3:00 pm | Break

3:00 pm – 4:30 pm | Special Issue Editors Panel

Cultural Influences on Decision Making and Marketing | Journal of the Association of Consumer Research
Carlos J. Torelli, University of Illinois*
Sharon Shavitt, University of Illinois*
Chi-Yue Chiu, Chinese University of Hong Kong*

TBD Social/Dinner Event (Location TBD)

*Denotes presenter

Friday, August 1

9:00 am – 9:15 am | Welcome

9:15 am – 10:15 am | Advanced Paper Session 2

Developing New Products for the Bicultural Market: Bicultural Consumers Are More Receptive to Innovative New Products
Maria A. Rodas, University of Illinois*
Deborah Roedder John, University of Minnesota

Multicultural Experience and Consumer Preferences: Exposure to Multiple Cultures Promotes Response to Innovative Products
Hankyul Bae, University of Minnesota*
Deborah Roedder John, University of Minnesota

10:15 am – 10:30 am | Break

10:30 am – 11:30 am | Industry Demo & Panel

Potomac Place: Location Intelligence Insights, Providing Businesses with Invaluable Information Down to the Census Tract Level
Joshua Spolsdoff, Lafayette Square*
Bobby Patnaik, Lafayette Square*

[Confirmed] Panelist
Stacey Wade, NIMBUS

11:30 am – 1:00 pm | Lunch/Keynote Address

Chi-Yue Chiu, Chinese University of Hong Kong*

1:00 pm – 1:15 pm | Break

1:15 pm – 2:45 pm | Advanced Paper Session 3

Local and Global Identity: Understanding Sustainability Through a Cultural Lens
Mina Kwon, University of Louisville*
Minkyung Koo, University of New Mexico
Ashok Lalwani, Indiana University
Sijie Sun, University of Manitoba

The Impact of Local-Global Identity on Reliance on Online Reviews: The Role of Desire for Uncertainty Reduction
Xiaodong Nie, University of Washington Bothell*
Sijie Sun, University of Manitoba
Zhiyong Yang, Miami University

Who Feels Targeted? Racial and Ethnic Identity, Acculturation, Resolution, and Cosmopolitanism: The Psychosocial Effect on Multicultural Advertising Likability
J.P. James, Salem State University*

2:45 pm – 3:00 pm | Break

3:00 pm – 3:45 pm | Flash Paper Session 4

Branding the Dead: Mexican Consumer Perceptions of Starbucks’ Pan de Muerto—Cultural Authenticity or Appropriation?
Alexandra Aguirre Rodriguez, Florida International University*

Effect of Consumers’ Global Identity on Consumer Innovativeness
Bingxuan Guo, Wake Forest University*
Huachao Gao, Texas A&M University
Yinlong Zhang, University of Texas at San Antonio

Calling All Creators: Product Attachment Lowers Sellers’ Minority Identity Disclosure
Aaron J. Barnes, University of Louisville*
Lidan Xu, University of North Texas
Esther Uduehi, University of Washington Seattle

3:45 pm – 4:45 pm | Advanced Paper Session 5 (Possibly Virtual)

Power Concerns as a Source of Response Bias in Vertical Individualistic Cultures: Implications for Sales Influence Attempts
Alaa El-Demerdash, University of Illinois*

From Protest to Purchase: How Social Activism Influences New Product Adoption
Nazia Gera, Indian Institute of Management Bangalore*
Abhirupa Roy, Indian Institute of Management Bangalore
Gopal Das, Indian Institute of Management Bangalore
Henrik Hagtvedt, Boston College

4:45 pm – 5:00 pm | Concluding Remarks

TBD Closing Reception (Location TBD)

Call for Papers

Massive changes in global population demographics are shaping consumer markets that are increasingly multicultural. In many countries, including the United States, multicultural consumers—those who embrace and identify with multiple cultural backgrounds—are among the fastest-growing demographic segments. For instance, the Hispanic American population grew by 23% from 2010 to 2020, making it a significant contributor to the U.S. population growth during that period (U.S. Census Bureau, 2021). As multiculturalism becomes more prevalent, it presents both challenges and opportunities for consumer research.

Traditionally, consumer behavior studies have focused on differences between distinct cultural groups, such as collectivist versus individualistic values or interdependent versus independent self-construals. However, the current imperative is to understand consumers who embody multiple cultural influences simultaneously. These multicultural individuals navigate and integrate various cultural identities, leading to complex consumer behaviors that cannot be fully understood through traditional, monocultural lenses.