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Cultural adaptation models among US ethnic consumers: cluster formation and validation

조창환
한국마케팅과학회 (Korean Scholars of Marketing Science)|2012.09|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제22권 제4호|pp. 327-341

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참고문헌

키워드

cultural adaptation patternscluster formationethnically accommodating advertisingethnic market segmentation文化适应模型簇状构造民族融合广告民族市场细分
주제분류경영학

초록

Based on the results of a national mail survey targeting two ethnic minority groups in the US (Hispanics and Asians), this study empirically confirms the existence of five cultural adaptation patterns (Overshooting, Assimilation, Ethnic Affirmation, Dual Culture, and Cultural Unadaptation). Description and validation of the five models of cultural adaptation is provided. The patterns of cultural adaptation affect ethnic consumers’responses to ethnically accommodating ads. Dual Culture and Cultural Unadaptation groups showed the most positive attitudes toward and highest purchase intentions for ethnically customized ads. Advertising and marketing implications are discussed.

Abstract

Based on the results of a national mail survey targeting two ethnic minority groups in the US (Hispanics and Asians), this study empirically confirms the existence of five cultural adaptation patterns (Overshooting, Assimilation, Ethnic Affirmation, Dual Culture, and Cultural Unadaptation). Description and validation of the five models of cultural adaptation is provided. The patterns of cultural adaptation affect ethnic consumers’responses to ethnically accommodating ads. Dual Culture and Cultural Unadaptation groups showed the most positive attitudes toward and highest purchase intentions for ethnically customized ads. Advertising and marketing implications are discussed.

참고문헌 (29)

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