Purchasing Patterns of Migrant Groups: The Impact of Acculturation on Ethnocentric Behaviors
Article first published online: 28 MAR 2012
© 2012 Wiley Periodicals, Inc.
Journal of Applied Social Psychology
Volume 42, Issue 7, pages 1551–1575, July 2012
How to Cite
NEWMAN, A. J. and SAHAK, S. Z. (2012), Purchasing Patterns of Migrant Groups: The Impact of Acculturation on Ethnocentric Behaviors. Journal of Applied Social Psychology, 42: 1551–1575. doi: 10.1111/j.1559-1816.2012.00895.x
- Issue published online: 4 JUL 2012
- Article first published online: 28 MAR 2012
This study investigated the social psychology of Malaysian migrants and their ethnocentric purchase behavior as they assimilate into the local culture. A theoretical framework consisting of acculturation, consumer ethnocentrism, time, and demographics was assembled; and an exploratory study was undertaken involving 255 samples of Malaysian consumers residing in the UK. The findings suggest that levels of consumer ethnocentrism are inversely related to their length of residence in the host country. Hence, respondents who reside longest exhibit less ethnocentric behavior. Contrary to our prediction, no significant relationship exists between assimilation and consumer ethnocentrism. Of significance, however, highly assimilated individuals are likely to be young male and single persons, with low assimilation most likely found in middle-aged to older married females.