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

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.