Acculturation Scale for Consumer Research

What it measures

Measures the degree to which immigrant and minority consumers have acculturated to a host culture while maintaining heritage cultural identity. Consumer acculturation affects product preferences, media use, brand choices, and responses to culturally-targeted advertising. High acculturation predicts adoption of host-culture consumption patterns; low acculturation predicts preference for heritage products.

Representative items

• I prefer to buy products that reflect my heritage culture.
• I feel more comfortable watching television in English than in my native language.
• I prefer to socialise with people from my own cultural background.
• My shopping habits are more similar to host culture consumers.
• I identify more with the host culture than with my heritage culture.

Citation

Laroche, M., Kim, C., & Tomiuk, M.A. (1998). Italian ethnic identity and its relative effect on the consumption of convenience and traditional foods. Journal of Consumer Marketing, 15(2), 125–151.