Articlebronze2011

Ethnicity And Consumer Choice: A Study Of Hispanic Decision Processes Across Different Acculturation Levels

71 citations0/0 files storedJournal of Applied Business Research (JABR)

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

This article examines the effects of the subcultural component and the degree of acculturation on consumer choice behavior. The choice behavior of Hispanics and non-Hispanics (Anglos) are compared for high and low involvement products using the Single-Beta-Main Effect (SBM) hybrid conjoint model. The findings of the study suggest that the utilities of different product attributes for low acculturated Hispanics are different from those of high acculturated Hispanics and non-Hispanics.

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2011Diaspora entrepreneurs as institutional change agents: The case of Thamel.com 2001Cultural Sensitivity to Satisfaction and Service Quality Measures 2000Race, homophily, and purchase intentions and the Black consumer 2008Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator 2008The African American consumer revisited: brand loyalty, word‐of‐mouth and the effects of the black experience 2017Consumption of products from heritage and host cultures: The role of acculturation attitudes and behaviors 2000Marketing services to ethnic consumers in culturally diverse markets: issues and implications 2019Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment

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