Within and Between Two Worlds: Conceiving, Measuring, and Applying Mixed-Ethnic Identity in Three Countries

Area of Science:

• Social Psychology
• Consumer Behavior
• Sociology

Background:

• Increasing ethnic diversity leads to more mixed-ethnic individuals who challenge traditional identity categories.
• External perceptions and labeling significantly impact how mixed-ethnic individuals form their identity.
• Existing research on mixed-ethnic consumer identity formation and its market impact is limited.

Purpose of the Study:

• To develop and validate a multidimensional scale for measuring mixed-ethnic identity (MEI).
• To explore the relationship between components of MEI and consumer dispositions.
• To provide insights into the social identity of mixed-ethnic consumers.

Main Methods:

• Development and validation of a 13-component multidimensional scale for MEI.
• Data collection across three diverse countries: Canada, United States, and United Kingdom.
• Examination of MEI components' relationships with established consumer disposition variables.

Main Results:

• Successful development and validation of the multidimensional MEI scale.
• Identification of 13 distinct components of mixed-ethnic identity.
• Demonstration of significant relationships between MEI components and consumer dispositions.

Conclusions:

• The developed MEI scale offers a robust tool for understanding mixed-ethnic identity.
• Mixed-ethnic identity significantly influences consumer dispositions and market segmentation.
• Findings have implications for both identity theory and practical marketing strategies.