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Acculturation Model Of Cultural Transition

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Acculturation Models ‘Typology model of cultural transition’ presented by Davies & Fitchett (n.d) in order to evaluate the consumer behavior of visitors, they are of the view that this model holds six clusters groups using three types of cultural fracture (i.e. symbolic, emotional and functional), this model will help in identifying the influence resolution of cultural fracture during periods of cultural transition (acculturation).
In representing the acculturation theory, Quester and Chong (2001) use the model of Assimilation (Berry, 1980, 1997). Assimilation model holds that strengthening of one’s ethnic identity tends to weaken the others. In consumer culture ethnicity could be traded and worn-out like clothes (Cleveland & Laroche, 2007). …show more content…

The model executed from the role of consumer demographic characteristics. Age tends to be more concerned variable for researchers (see Gupta, 2013; Westjohn, Singh & Magnusson, 2012; Carpenter et. al, 2012; Cleveland, Papadopoulos & Laroche, 2011; Wang et. al, 2010 and Quester & Chong, 2001). All these researchers found similar results regarding age in their respective studies; that age has negative relationship with the consumer cultural transition (acculturation), the Westjohn, Singh & Magnusson (2012) found that older consumers are more attracted towards the local culture. They are of the view that identification with the national culture perceives a psychological investment that individuals made during their nourishment in national communities. In a extended study of eight countries comparison between different generation (cohorts) and global consumer culture existing model (AGCC), Carpenter et. al, (2012) suggested that younger consumers are more dominantly shifting towards global brands and open to the foreign culture, their findings are similar to Mancini & Bottura, (2013), but they have also demonstrated that relationship between overall demographics and AGCC varied among eight countries. As openness to experience in particular, is viable for accepting and taking interest in the host culture (Westjohn, Singh & Magnusson, …show more content…

But the rapid growth of globalization of consumer culture splintered the position of national culture and represents a paradigm shift (Carpenter et. al, 2012). Many of the studies related to migrants and visitors, which are holding their culture and cross the boundaries for various purposes, such as for travelling, education, business, etc. Davies & Fitvchett (n.d) put forward a suggestion that different consumer societies held exclusive characteristics to which migrants, visitors and travelers must adapt. Based on the understanding of the literature, few directions for the future researchers to investigate are given

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