Open AccessAcculturation And Its Relation To Asian-Indian Immigrants Perceptions Of Advertisements
Author(s) -
Durriya Z. Khairullah
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v11i2.5875
Subject(s) - acculturation , immigration , advertising , preference , perception , asian indian , order (exchange) , psychology , business , marketing , political science , economics , law , neuroscience , microeconomics , finance
This study attempts to determine whether the perceptions of Asian-Indian immigrants in the U.S. towards Indian print versus American print advertisements vary within and across stages of acculturation. Our results show that tow and moderate acculturated respondents had a greater preference for Indian advertisements while high acculturated Asian-Indians had a greater preference for American advertisements. Our findings imply that an understanding of the effect of acculturation could aid in planning and executing appropriate advertising programs in order to effectively cater to specific subsegments of the immigrant market.