This study examines the relationship between ethnic consumers' reactions to advertising appeals and their acculturation mode. A model of acculturation was tested that proposes the existence of four acculturation modes based on combinations of American and ethnic cultural identification levels. An experiment was conducted using a two (advertising appeals: American and ethnic) X four (acculturation modes: assimilation, integration, separation, and marginalization) X two repeated measures (products: beverage and phone) design. Subjects' ad affect and ad cue recognition responses were analyzed. The hypotheses predicted that subjects' responses to the American and ethnic appeals would vary by acculturation orientation. / The sample consisted of 220 African-American college students. The sample's distribution of American and ethnic cultural identification scores represented two of the four possible acculturation modes--the Integration-oriented (HI-American, HI-Ethnic ID) and the Separation-oriented (LO-American, HI-Ethnic ID) modes. The MANCOVA and ANOVA results indicated significant product effects. Overall, the findings showed that both acculturation groups had higher ad affect and correctly recognized more cues for the ethnic ads than for the American ads. / Source: Dissertation Abstracts International, Volume: 56-08, Section: A, page: 3224. / Thesis (Ph.D.)--The Florida State University, 1995.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77522 |
| Contributors | Williams, Jacqueline Ann., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 149 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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