Journal article
The Effects of Acculturation on Consumers' Sensitivity to Prices
Journal of international consumer marketing, v 13(1), pp 35-56
01 Dec 2000
Abstract
This study drew upon anthropological learning models, research in cross-cultural psychology, and research in pricing to understand how an immigrant population's learning of a new culture and its norms affects their evaluation of price information and price acceptability for products offered in the host culture. Specifically, this study used a survey methodology to examine the effects of acculturation on the price sensitivity of Asian-Indian consumers. The survey included measures of participants' acculturation levels (measured by the SL-ASIA scale), price acceptability and prior knowledge. Findings suggest that as Asian-Indians' acculturation levels increase, higher prices become more acceptable. In particular, this appears to be true more for Asian-Indian females than males. With increasing acculturation the range of acceptable prices of the highly acculturated Asian-Indian consumers started to resemble those of the U. S. sample, hence supporting thelearning modelsof acculturation.
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4 citations in Scopus
Details
- Title
- The Effects of Acculturation on Consumers' Sensitivity to Prices
- Creators
- Rajneesh Suri - Drexel UniversityRajesh V. Manchanda - University of Manitoba
- Publication Details
- Journal of international consumer marketing, v 13(1), pp 35-56
- Publisher
- Taylor & Francis Group
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Scopus ID
- 2-s2.0-84899765230
- Other Identifier
- 991019173462304721