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Journal of International Business Studies

, Volume 12, Issue 2, pp 137–143 | Cite as

The Influence of Subcultural and Personality Factors on Consumer Acculturation

  • Leon G. Schiffman
  • William R. Dillon
  • Festus E. Ngumah
Article

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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Copyright information

© Academy of International Business 1981

Authors and Affiliations

  • Leon G. Schiffman
    • 1
  • William R. Dillon
    • 2
  • Festus E. Ngumah
    • 1
  1. 1.Baruch College–CUNY
  2. 2.University of Massachusetts–Amherst

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