The Effect of Acculturation on Ethnic Consumers’ Decision-Making Styles: An Empirical Analysis of Hispanic Consumers

Abstract

ABSTRACTThis study examines the effect of acculturation on ethnic consumers’ decision-making styles (CDMS) and posits that the extent of acculturation is manifested in their approaches to shopping. Specifically, it explores how the two dimensions of acculturation, ethnic identification and host culture identification, are associated with eight CDMS measured by Sproles and Kendall's (1986) Consumer Style Inventory. It also investigates the differences among four acculturation modes: assimilation, integration, separation, and marginalization with respect to CDMS. Results from a sample of 318 U.S. Hispanic consumers indicate that ethnic identification and host culture identification predict different shopping orientations. Of the four acculturation modes, the separation group scored significantly higher than the other three groups with respect to brand consciousness, confusion due to overchoice, and habitual orientations. Results are explained in the context of consumers’ extent of confidence or uncertainty when navigating the host marketplace. Implications are discussed for segmentation, marketing, brand communication, as well as consumer policy making to effectively address the needs of ethnic consumers.