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Acculturation and advertising communication strategies: A cross‐cultural study of Chinese and Americans
Author(s) -
Lee WeiNa
Publication year - 1993
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220100503
Subject(s) - acculturation , nationality , psychology , advertising , empirical research , social psychology , function (biology) , consumer behaviour , cross cultural , cultural group selection , marketing , sociology , ethnic group , business , immigration , political science , anthropology , philosophy , epistemology , evolutionary biology , law , biology
The development of a world economy produces more and more marketing efforts that cross cultural boundaries. Sometimes these boundaries are a function of nationality; other times they are defined by culture in a broader sense. In any case, marketers and advertisers are becoming increasingly aware of the need to be culturally conscious in their efforts to communicate with people of various cultural origins. Effective communication depends, to a large extent, on the understanding of the dynamics of culture. Acculturation therefore describes the changes in attitudes, values, and behaviors of members of one cultural group toward the norms of the other cultural group. This article examines the relationship between levels of acculturation and consumer attitudes toward advertising‐related variables in a cross‐cultural empirical study. Based on the discussion of acculturation and empirical results, useful managerial implications are also provided. © 1993 John Wiley & Sons, Inc.