Consumer Acculturation in the Age of Globalization: A Study of First-Generation Indian Immigrants in the United States

Abstract

The present study seeks to assess the differences and similarities in a set of consumer traits such as physical vanity–concern and view, fashion innovativeness, and media orientations across three populations: (1) residents of India (n = 184), (2) first-generation immigrants to the United States from India (n = 55), and (3) native-born residents of the United States (n = 215). The results suggest that certain attributes of the immigrants follow traditional notions of acculturation. However, evidence was also found suggesting overacculturation and hyperidentification of Indian immigrants, as well as unique attributes of the immigrants. Implications for marketers are also discussed.

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