International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Mitigating Effects of Acculturation on Consumer Behavior
Kelvyn A. Moore, Bruce D. Weinberg, Paul D. Berger

This paper looks at a particular aspect of acculturation, specifically, the acculturation of those to a new geographic area (excluding new immigrants from another country). There is a growing multi-theme literature discussing the opportunities for using ethnicity and acculturation to market to “ethnic consumers” within culturally diverse countries (Pires and Stanton 2005; Cui, 2001; Burton 2000). Within this literature, Cui (2001) reveals a dominant focus on consumption patterns, followed by advertising portrayals and associated responses to advertisements and promotions which demonstrate the lack of consideration of ethnicity, identification and overall degree of acculturation. Several studies have confirmed that manufacture/production locations have different levels of influence on consumers’ perception of product quality (i.e., an ethnicity effect relative to foreign manufacturers) and the acceptance of products from certain countries.. In addition, origin of product parts/aspects may influence consumer decision making and behavior (Burton, 2000). This paper is based on a general concept of acculturation. The concept suggests that the purchase outcome of micro-cultures is moderated by two variables: the degree of consumer acculturation and the type of product under consideration. Predicated upon gaps in the literature related to ethnicity and acculturation in consumer behavior research, we propose an acculturation analysis process to facilitate a systems approach to the study of culture and acculturation on consumer purchase decisions. The proposed new concept is intended as an initial prototype to help explain purchase outcomes of micro-cultures. Micro–cultures are not limited to ethnic cultures but also other distinct cultures such as geographic, popular, life-style, age and gender, among others.

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