Abstract
This paper explores the potential role of subcultural (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.
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*Leon G. Schiffman is Professor of Marketing and Coordinator of the Ph.D. program in consumer behavior at Baruch College, City University of New York. His major interests are in the application of marketing research to segmentation problems. He is the author of a leading consumer behavior textbook (Prentice-Hall) and has contributed numerous articles to leading marketing journals.
**William R. Dillon is Associate Professor of Marketing and Director of the Management Research Center at the School of Business Administration, University of Massachusetts. His major research interest is in the application of quantitative methods to marketing research problems. Dr. Dillon is the co-author of two books, including Discrete Discriminant Analysis, and author of articles which have appeared in the Journal of Marketing, the Journal of Marketing Research and in several statistical journals.
***Festus E. Ngumah is a doctoral student at Baruch College, City University of New York.
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Schiffman, L., Dillon, W. & Ngumah, F. The Influence of Subcultural and Personality Factors on Consumer Acculturation. J Int Bus Stud 12, 137–143 (1981). https://doi.org/10.1057/palgrave.jibs.8490583
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DOI: https://doi.org/10.1057/palgrave.jibs.8490583