Design/methodology/approach – A quasi-experimental design is used to test a series of hypotheses based on a sample of Anglo-Australians and
Chinese-Australians. The main experiment is informed by the results of two pretests.
Findings – First, there are significant differences in consumer cultural values at an ethnic-group level. Second, despite these differences, ethnicity does
not have a significant impact on responses to sales promotions. Third, the expected congruency effects between products and promotion types are not
found.