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Consumer acculturation studies have been very popular in the last four decades. Different cultures are meeting more frequently with regard to both person and products, in our multicultural world where the flow of people, money, information and technologies and even media images and ideologies takes place in global sense. Whether it is desired or not, the borders are being crossed by migrants and the global flow of people is happening in an intense and increasing rate. The present article reviews consumer acculturation of immigrants and tourists. The following is a comprehensive review broadly examining consumer acculturation of migrant group and tourist, more specially, acculturation concept and models.

Consumer Acculturation: Perspective of Immigrants and Tourists