Objective and multidimensional acculturation measures: Implications for retailing to Hispanic consumers

Mary Ann Eastlick, Sherry L. Lotz

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

Recent growth of ethnically diverse US and international populations makes these groups especially attractive to retailers. Although acculturation research suggests that Hispanics differ from other ethnic groups, little research has been conducted on such potential differences within the Hispanic community. This study examined acculturation measures as predictors of differences among Hispanic consumers with respect to shopping orientations, attitudes toward retailer attributes, and information source preferences. Compared to objective measures, multidimensional measures more effectively predicted culturally-related phenomenon; whereas, neither measure discerned disparities in global attitudes. Implications for retailers' use of tailored versus mass market strategies related to Hispanic consumers are discussed. (C) 2000 Elsevier Science Ltd. All rights reserved.

Original languageEnglish (US)
Pages (from-to)149-160
Number of pages12
JournalJournal of Retailing and Consumer Services
Volume7
Issue number3
DOIs
StatePublished - Jul 2000

Keywords

  • Acculturation
  • Consumer shopping attitudes
  • Ethnic groups

ASJC Scopus subject areas

  • Marketing

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