Date of Award
Spring 2018
Degree Name
Bachelor of Science (BS)
Advisor(s)
Marcia Flicker
Abstract
This study explores the influence of acculturation and country-of-origin (COO) on product evaluations among Asian American consumers, a demographic with significant buying power and growing demand for representation. Investigating whether acculturation moderates the COO effect on attitudes towards products, the research finds that acculturation indeed plays a significant role. While COO alone did not significantly impact product valuation, the interaction between acculturation levels and COO showed notable effects, particularly indicating that higher acculturation levels lead to more positive attitudes towards American branded merchandise. This suggests that marketing strategies targeting Asian Americans should consider acculturation levels, potentially segmenting consumers based on these differences. This research underscores the importance of nuanced marketing approaches to effectively engage the Asian American consumer market.
Recommended Citation
Pak, Austin, "The Effect of Acculturation and Country-of-Origin on Product Evaluations" (2018). Gabelli School of Business Honors Thesis Collection. 119.
https://research.library.fordham.edu/gabelli_thesis/119
