Validating acculturation models: the case of the Australian-Chinese consumers

Abstract

Previous research in the area, predominantly conducted in North America with Hispanics or French Canadians, has provided two alternative models of acculturation. This study examines empirically whether the assimilation model of acculturation is more valid than the “unique behavior”’ model in the case of Australian-Chinese consumers. Based on 288 respondents of Chinese background but exhibiting contrasting degrees of acculturation, several aspects of consumer behavior, including information search, product evaluation, purchase behavior and post-purchase evaluation, were examined in the case of three products of increasing involvement, namely toothpaste, stereos and cars. Our results suggest that both views are valid and demonstrate that further research is needed in this area of growing economic significance.