Cross-cultural management of money: The roles of ethnicity, religious affiliation, and income levels in asset allocation

Rosalie L. Tung, Chris Baumann*, Hamin Hamin

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)


This study examines the interplay between ethnicity, religious affiliation, and income levels to understand differences in managing money. Asset allocation decisions among 730 Caucasian and ethnic Chinese were examined. Respondents in Australia, Canada, and China revealed their monetary decisions in an online survey. Multivariate analysis of variance was used to examine differences and interaction effects between ethnic, religious, and income groups. The study found that for the higher-income respondents, asset allocation decisions converged despite differences in ethnic and religious background. In the lower-income segment, asset allocation decisions varied along ethnic lines. These differences were further compounded by their religious background. The implications of this study of management are twofold: the high-income group can be treated as one segment, for example, from the international marketing segmentation perspective. On the other hand, respondents in the low-income bracket diverged in their investment strategies on the basis of ethnicity and religion. As such, they ought to be treated separately according to their values.

Original languageEnglish
Pages (from-to)85-104
Number of pages20
JournalInternational Journal of Cross Cultural Management
Issue number1
Publication statusPublished - Apr 2014


  • Asset allocation
  • China
  • Convergence
  • Cross-vergence
  • Divergence
  • Ethnicity
  • Income
  • International market segmentation
  • Religious affiliation


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