Acculturation and Consumer Behavior: A Theoretical Model

With the diversification of the U.S. population and marketers’ increasing need to target minority groups, researchers have undertaken studies of these minority groups and their consumer behavior. Two variables, the level of assimilation into the major culture and ethnic identification, are often used to individuals within these minority groups. This paper proposes a theoretical model of acculturation and consumer behavior. The model incorporates assimilation and ethnic identification in the broader framework of acculturation. Mechanisms through which acculturation influences consumer behavior are explored.