The Influence of Subcultural and Personality Factors on Consumer Acculturation
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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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