Is the culture–emotion fit always important? : Self-regulatory emotions in ethnic food consumption

This study answers whether or not an ethnic food restaurant is better off when promoting culturally congruent emotions, or incongruent but context-specific emotions. Using self regulatory fit as the theoretical frame, this study confirms that culturally congruent emotions lead to higher satisfaction. However, it also evidences the homogenization of promotional emotions in ethnic food consumption context across cultures. The moderating role of involvement on satisfaction leads to a discussion on the interplay of local context and global content.