... and evaluate services from different cultures. Consumer cultural paradox International education China Intercultural service encounters Acculturation Multiculturation CCT studies relate consumers’ core identities to their consumption (Arnould and Thompson, 2005). By noting the contextual...

... with intercultural service encounters (ICSE) on the other hand. The purpose of this paper is to participate in addressing these contradictions. More specifically, this study examines how UA affects expatriate cosmopolitanism as well as approach of service environments patronized by local customers by introducing two...