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Consumption of products from heritage and host cultures: the role of acculturation attitudes and behaviors

Kizgin, Hatice, Jamal, Ahmad ORCID: and Richard, Marie-Odile 2018. Consumption of products from heritage and host cultures: the role of acculturation attitudes and behaviors. Journal of Business Research 82 , pp. 320-329. 10.1016/j.jbusres.2017.09.011

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Prior research ignores the specific role of acculturation attitudes in predicting acculturation behaviors and consumption choices across public and private life domains. The study uses self-administered questionnaires to collect data from 530 Turkish-Dutch respondents. The findings underscore the overall significance of investigating domain-specific (public vs. private) acculturation attitudes and subsequent acculturation behaviors. Enculturation (acculturation) behaviors function as a mediating variable in the relationship between acculturation attitudes and consumption of food and entertainment products from the heritage (host) culture. The study is one of the first to investigate the simultaneous effects of acculturation attitudes and acculturation behaviors on the choice to consumer foods and entertainment products from both heritage and host cultures. The article provides managerial implications and future research directions.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0148-2963
Date of First Compliant Deposit: 16 August 2017
Date of Acceptance: 1 August 2017
Last Modified: 13 Nov 2023 08:56

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