Prior research considers culture to be a prime determinant of consumers’ attitudes and behaviors.

However, little is known about how different cultural environments shape consumption behavior of consumers from the same heritage culture. The present research addresses this knowledge gap by examining cultural orientation and relevant consumer outcomes of immigrants from the former Soviet Union (FSU) in Israel and Germany—desire for unique products and fashion consciousness. The results reveal differences in the cultural orientations of those immigrants in Israel and Germany as well as different relational patterns between cultural orientation and the proposed consumer outcomes. Theoretical and managerial implications are discussed.

• David Dose(Friedrich-Schiller-University of Jena, Germany)
• Gianfranco Walsh(Friedrich-Schiller-University of Jena, Germany)
• Ayalla Ruvio(Michigan State University, USA)