Document Type


Publication Date


Source Publication

Journal of Consumer Marketing

Source ISSN



Generation Xers in Japan continue to draw increasing attention not only because they constitute a promising segment for many products and services but also because they are expected to play a critical role in shaping their country’s political and economic relations with other countries. This paper examines their attitudes toward US products, businesses, and government. It also examines their behavioral intentions and their expectations of their government in terms of managing American business involvement in Japan. Findings and implications are presented.


Accepted version. Journal of Consumer Marketing, Vol. 20, No. 6 (2003): 526-535. DOI. © Emerald 2003. Used with permission.