Open AccessEthnicity And Consumer Choice: A Study Of Hispanic Decision Processes Across Different Acculturation Levels
Author(s) -
Ali Kara,
Natasha R. Kara
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v12i2.5823
Subject(s) - acculturation , ethnic group , psychology , conjoint analysis , product (mathematics) , social psychology , demographic economics , demography , economics , sociology , mathematics , microeconomics , geometry , anthropology , preference
This article examines the effects of the subcultural component and the degree of acculturation on consumer choice behavior. The choice behavior of Hispanics and non-Hispanics (Anglos) are compared for high and low involvement products using the Single-Beta-Main Effect (SBM) hybrid conjoint model. The findings of the study suggest that the utilities of different product attributes for low acculturated Hispanics are different from those of high acculturated Hispanics and non-Hispanics.