Abstract
Acculturation: the effects of subcultures of the country of origin and cultural distance The satisfaction of specific needs of migrating populations is a challenge facing companies. This article focuses on the acculturation of consumers changing their cultural environment by migrating from the same country but belonging to different subcultures. A qualitative study was conducted. It showed that the cultural distance between the subculture of origin and the host culture is a mediating variable between subcultures and acculturation modes. Study results also add to the existing acculturation literature that acculturation could be compulsory or selected. They highlight the existence of a new acculturation direction which is the mix of cultures. They show how psychosocial moderator variables might influence acculturation and how moderator variables play different roles according to the cultural distance between subcultures and host country culture.
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