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Cada vez mais os brasileiros, principalmente os jovens, estão se interessando pela experiência de passar um tempo morando no exterior. Como conseqüência, essa vivência no exterior pode provocar diversas mudanças na vida desses indivíduos, visto que todas as pessoas que participam de transições culturais estão sujeitas a uma variedade de experiências coletivamente rotuladas como choque cultural, adaptação, adaptação entre culturas ou aculturação. Além disso, ao retornarem para o país de origem, esses indivíduos correm o risco de passar por um choque cultural reverso e sofrer os efeitos do processo de aculturação vivenciados no exterior. Enquanto estudos sobre aculturação focam em mudança cultural como resultado de contato cultural e adaptação, o estudo da aculturação do consumidor, primeiramente, foca na adaptação cultural como manifestação no mercado. Esse é o enfoque do presente estudo, que teve, portanto, como objetivo geral identificar quais são os efeitos do processo de aculturação no consumidor brasileiro durante e após uma experiência de vida internacional. O presente estudo foi desenvolvido através de uma abordagem qualitativa. A coleta de dados foi realizada através de entrevistas em profundidade, com a utilização de um roteiro semi-estruturado, entre os meses de agosto e novembro de 2009, até o ponto em que ocorreu uma saturação teórica, chegando a 21 entrevistados. Além disso, as entrevistas foram filmadas para a realização de uma videografia, visando uma maior compreensão do comportamento desses consumidores. Entre os resultados desse estudo constatou-se que o processo de aculturação do consumidor provoca mudanças em hábitos alimentares, no processo de decisão de compra, na identidade cultural dos indivíduos, entre outros. / More and more Brazilians are becoming interested in having the experience of living abroad, especially Brazilian youth. As a result, this experience abroad can cause several changes in their lives, as all people participating in cultural transitions are subject to a variety of experiences collectively labeled as culture shock, adjustment, adaptation between cultures or acculturation. In addition, upon returning to the country of origin, these individuals are at risk of undergoing a reverse culture shock and suffer the effects of the acculturation process experienced abroad. While acculturation studies focus on cultural change as a result of cultural contact and adaptation, the study of consumer acculturation focuses primarily on cultural adaptation as a manifestation in the market. This is the focus of this study, which was therefore aimed at identifying what are the effects of the acculturation process in the Brazilian consumer during and after an experience of international life. This study was developed through a qualitative approach. Data collection was conducted through interviews, using a semi-structured script, between August and November 2009, to the point where there was a theoretical saturation, reaching 21 respondents. Moreover, the interviews were filmed for the realization of a videography, seeking a better understanding of the behavior of these consumers. Among the results of this study was revealed that the acculturation process causes changes in consumer eating habits, in the process of purchasing decision, in the cultural identity of the individuals, among others.

Cada vez mais os brasileiros, principalmente os jovens, estão se interessando pela experiência de passar um tempo morando no exterior. Como conseqüência, essa vivência no exterior pode provocar diversas mudanças na vida desses indivíduos, visto que todas as pessoas que participam de transições culturais estão sujeitas a uma variedade de experiências coletivamente rotuladas como choque cultural, adaptação, adaptação entre culturas ou aculturação. Além disso, ao retornarem para o país de origem, esses indivíduos correm o risco de passar por um choque cultural reverso e sofrer os efeitos do processo de aculturação vivenciados no exterior. Enquanto estudos sobre aculturação focam em mudança cultural como resultado de contato cultural e adaptação, o estudo da aculturação do consumidor, primeiramente, foca na adaptação cultural como manifestação no mercado. Esse é o enfoque do presente estudo, que teve, portanto, como objetivo geral identificar quais são os efeitos do processo de aculturação no consumidor brasileiro durante e após uma experiência de vida internacional. O presente estudo foi desenvolvido através de uma abordagem qualitativa. A coleta de dados foi realizada através de entrevistas em profundidade, com a utilização de um roteiro semi-estruturado, entre os meses de agosto e novembro de 2009, até o ponto em que ocorreu uma saturação teórica, chegando a 21 entrevistados. Além disso, as entrevistas foram filmadas para a realização de uma videografia, visando uma maior compreensão do comportamento desses consumidores. Entre os resultados desse estudo constatou-se que o processo de aculturação do consumidor provoca mudanças em hábitos alimentares, no processo de decisão de compra, na identidade cultural dos indivíduos, entre outros. / More and more Brazilians are becoming interested in having the experience of living abroad, especially Brazilian youth. As a result, this experience abroad can cause several changes in their lives, as all people participating in cultural transitions are subject to a variety of experiences collectively labeled as culture shock, adjustment, adaptation between cultures or acculturation. In addition, upon returning to the country of origin, these individuals are at risk of undergoing a reverse culture shock and suffer the effects of the acculturation process experienced abroad. While acculturation studies focus on cultural change as a result of cultural contact and adaptation, the study of consumer acculturation focuses primarily on cultural adaptation as a manifestation in the market. This is the focus of this study, which was therefore aimed at identifying what are the effects of the acculturation process in the Brazilian consumer during and after an experience of international life. This study was developed through a qualitative approach. Data collection was conducted through interviews, using a semi-structured script, between August and November 2009, to the point where there was a theoretical saturation, reaching 21 respondents. Moreover, the interviews were filmed for the realization of a videography, seeking a better understanding of the behavior of these consumers. Among the results of this study was revealed that the acculturation process causes changes in consumer eating habits, in the process of purchasing decision, in the cultural identity of the individuals, among others.

Cada vez mais os brasileiros, principalmente os jovens, estão se interessando pela experiência de passar um tempo morando no exterior. Como conseqüência, essa vivência no exterior pode provocar diversas mudanças na vida desses indivíduos, visto que todas as pessoas que participam de transições culturais estão sujeitas a uma variedade de experiências coletivamente rotuladas como choque cultural, adaptação, adaptação entre culturas ou aculturação. Além disso, ao retornarem para o país de origem, esses indivíduos correm o risco de passar por um choque cultural reverso e sofrer os efeitos do processo de aculturação vivenciados no exterior. Enquanto estudos sobre aculturação focam em mudança cultural como resultado de contato cultural e adaptação, o estudo da aculturação do consumidor, primeiramente, foca na adaptação cultural como manifestação no mercado. Esse é o enfoque do presente estudo, que teve, portanto, como objetivo geral identificar quais são os efeitos do processo de aculturação no consumidor brasileiro durante e após uma experiência de vida internacional. O presente estudo foi desenvolvido através de uma abordagem qualitativa. A coleta de dados foi realizada através de entrevistas em profundidade, com a utilização de um roteiro semi-estruturado, entre os meses de agosto e novembro de 2009, até o ponto em que ocorreu uma saturação teórica, chegando a 21 entrevistados. Além disso, as entrevistas foram filmadas para a realização de uma videografia, visando uma maior compreensão do comportamento desses consumidores. Entre os resultados desse estudo constatou-se que o processo de aculturação do consumidor provoca mudanças em hábitos alimentares, no processo de decisão de compra, na identidade cultural dos indivíduos, entre outros. / More and more Brazilians are becoming interested in having the experience of living abroad, especially Brazilian youth. As a result, this experience abroad can cause several changes in their lives, as all people participating in cultural transitions are subject to a variety of experiences collectively labeled as culture shock, adjustment, adaptation between cultures or acculturation. In addition, upon returning to the country of origin, these individuals are at risk of undergoing a reverse culture shock and suffer the effects of the acculturation process experienced abroad. While acculturation studies focus on cultural change as a result of cultural contact and adaptation, the study of consumer acculturation focuses primarily on cultural adaptation as a manifestation in the market. This is the focus of this study, which was therefore aimed at identifying what are the effects of the acculturation process in the Brazilian consumer during and after an experience of international life. This study was developed through a qualitative approach. Data collection was conducted through interviews, using a semi-structured script, between August and November 2009, to the point where there was a theoretical saturation, reaching 21 respondents. Moreover, the interviews were filmed for the realization of a videography, seeking a better understanding of the behavior of these consumers. Among the results of this study was revealed that the acculturation process causes changes in consumer eating habits, in the process of purchasing decision, in the cultural identity of the individuals, among others.

Yes / The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact of social media on consumer acculturation is underexplored, although the social purpose and information sharing online is utilized for a variety of social purposes. Recent studies have shown the transformation from an offline to an online context, in which social networks play an integral part in immigrants’ communications, relationships and connections. This study merges the views from a number of leading contributors to highlight significant opportunities and challenges for future consumer acculturation research influenced by social media. The research provides insights into the impact of social media on consumer acculturation. / We are grateful to Emerging Markets Research Centre (EMaRC), Swansea i-Lab (Innovation Lab), and Department of Business at the School of Management, Swansea University for their financial support and organisation.

Acculturation is the process in which individuals modify themselves to a new, dominant culture and how individuals acquire knowledge, skills, and behaviors appropriate to the consumer culture of the dominant culture. This study seeks to determine how the acculturation influence variables mentioned in past studies, the situational variable of companionship during consumption, and the marketing tactics employed by Taiwanese firms influence consumer acculturation of Latin American student visitors in Taiwan, i.e. attitude toward Taiwanese brands, consumption intention, and consumption behavior. Two product categories are studied: food and clothing. Data from Latin American student visitors were collected via web-based English and Spanish questionnaires as well as two in-depth interviews. Regression analysis and cluster analysis results indicate the following main findings: (1) marketing tactics employing English, Spanish, or Latin elements result in less preference consumption of Taiwanese food products and brands; (2) Taiwanese companionship during consumption is positively associated with more preference and consumption of Taiwanese food and clothing brands and products; (3) permanent residence intent and Taiwanese clothing preference and consumption are positively associated; (4) Taiwan media exposure is positively associated with Taiwan clothing consumption; (5) cosmopolitanism is negatively associated with Taiwan clothing consumption; (6) food product consumer acculturation is higher than clothing products in terms of consumption intention and consumption behavior whereas preference of Taiwanese brands in both product categories do not vary; (7) four acculturation patterns that coincide with past studies were identified among the Latin American student visitors in Taiwan, namely integrationists, assimilationists, separatists, and marginalizationists. These findings not only identify Berry’s acculturation patterns among visitors, but they also provide a different insight into consumer acculturation by studying visitors who by nature are different from the commonly studied immigrants: they do not travel in family units, hence the food habits are not as change resistant, and they do not intend to stay in the host culture for long, hence they supply of clothing they bring along with them allows them to refrain from consuming host culture clothing. Findings also contribute to both academia and management by discovering the negatively relationship between marketing tactics employing English and Spanish elements (e.g. English/Spanish communication content, salesperson, and brand names) and visitors’ consumer acculturation.