Effects of Acculturation on Immigrant Consumers’ Perceptions of Advertisements

Durriya Z. Khairullah, Frances Gaither Tucker, Clint B. Tankersley

Research output: Chapter in Book/Entry/PoemChapter


The purpose of this study was to compare immigrant consumers' perceptions of ethnic versus American advertisements and to determine if these perceptions varied with the consumers' acculturation. While studies of ethnic minorities indicate that acculturation plays a role in buying, consumption, and media patterns, there has been very little research on their responses to specific advertisements. The immigrant group selected was first-generation Asian-Indian adults coming from India. Their high growth rate and very favorable socioeconomic characteristics provide an opportunity to marketers.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Advertising Effect
  • Advertising Strategy
  • Brand Attitude
  • Ethnic Minority
  • Immigrant Group

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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