Purpose This paper investigates how members of ethnic minorities perceive ethnic-themed retail spectacles staged by mainstream marketers. Methodology/approach The data was collected in the North of France, through ethnographic methods combining in-depth interviews with French-Moroccan consumers,...

Effects of Health Communication and Pharmaceutical Advertising -- Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising -- Consumer Self-Empowerment: Increasing Consumer Control and Choice -- Modelling Consumer Self-Empowerment -- Consumer Responses to Different Advertising...