Consumer acculturation processes and cultural conflict. How generalizable is a North American model for marketing globally?

James W. Gentry, Sunkyu Jun, Patriya Tansuhai

Research output: Contribution to journalArticle

62 Citations (Scopus)

Abstract

Most marketers in the United States base their marketing strategies regarding ethnic groups on the implicit assumption that an assimilation model exists, that minority cultures will move linearly toward the host culture. We investigate the generality of acculturation models developed in North America to the acculturation processes occurring among the Muslim and Chinese subcultures in southern Thailand. A measure of attitudinal acculturation developed in the U.S. was found to work well across ethnic groups in Thailand, but a language preference measure did not yield comparable data. The behavioral and attitudinal dimensions of acculturation appear to be relatively independent.

Original languageEnglish (US)
Pages (from-to)129-139
Number of pages11
JournalJournal of Business Research
Volume32
Issue number2
DOIs
StatePublished - Feb 1995

Fingerprint

Marketing
Acculturation
Ethnic groups
Thailand
Language
Marketers
Subculture
Muslims
Marketing strategy
Minorities

ASJC Scopus subject areas

  • Marketing

Cite this

Consumer acculturation processes and cultural conflict. How generalizable is a North American model for marketing globally? / Gentry, James W.; Jun, Sunkyu; Tansuhai, Patriya.

In: Journal of Business Research, Vol. 32, No. 2, 02.1995, p. 129-139.

Research output: Contribution to journalArticle

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