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Two Essays On The Consumer Acculturation Process – A Need For And Development Of A Consumer Acculturation Measure, Kristina Marie Harrison

Theses and Dissertations in Business Administration

The United States is becoming increasingly multi-cultural and there are various new immigrant consumer groups that businesses try to reach through ethnic-based segmentation and targeting. Often, businesses offer accommodation strategies to their ethnic consumer groups through language or other cultural accommodation tactics. There are inconsistencies in the literature for the efficacy of ethnic-based targeting and accommodation strategies: often these do not have the desired results and there is evidence that ethnic identification may be fading over time for many immigrant groups.

There is evidence that acculturation may be a better predictor of consumer behavior such as preferences for brand, services, …