The Influence of Sub cultural and Personality Factors on Consumer Acculturation

Leon G Schiffman, William R Dillon and Festus E Ngumah
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Leon G Schiffman: Baruch College–CUNY
William R Dillon: University of Massachusetts–Amherst
Festus E Ngumah: University of Massachusetts–Amherst

Journal of International Business Studies, 1981, vol. 12, issue 2, 137-143

Abstract: This paper explores the potential role of subculture (religious) and personality (Rockeach Dogmatism Scale) characteristics in explaining differences in the extent of consumer acculturation. The survey results suggest that for a complex and heterogeneous nation like Nigeria, there are significant within-nation differences that may influence consumer acculturation. Implications and suggestions for future cross-cultural consumer research taking an acculturation perspective are indicated.© 1981 JIBS. Journal of International Business Studies (1981) 12, 137–143

Date: 1981
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