Triple Acculturation: the Role of African Americans in the Consumer Acculturation of Kenyan Immigrants

L. Wakiuru Wamwara-Mbugua, Wright State University
T. Bettina Cornwell, The University of Queensland
Gregory Boller, University of Memphis

TRIPLE ACCULTURATION: THE ROLE OF AFRICAN AMERICANS IN THE CONSUMER ACCULTURATION OF KENYAN IMMIGRANTS

 

L. Wakiuru Wamwara-Mbugua

T. Bettina Cornwell

Gregory Boller

 

ABSTRACT

 

 

This research extends current consumer acculturation models by incorporating the role of a subcultural group in the consumer acculturation of Kenyan immigrants.  An ethnographic study of Kenyan immigrants shows that the immigrants are influenced by acculturation forces from: a) their culture of origin; b) the dominant culture and potentially c) a subcultural group culture.  Our research extends Berry’s (1980) model of acculturation and Penaloza’s (1994) model of consumer acculturation by incorporating acculturation forces from the subcultural group.  The research reports respondent experiences regarding one critical consumer incident and two progressive consumer learning patterns that require an understanding of subculture influence.
[ to cite ]:
L. Wakiuru Wamwara-Mbugua, T. Bettina Cornwell, and Gregory Boller (2006) ,"Triple Acculturation: the Role of African Americans in the Consumer Acculturation of Kenyan Immigrants ", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 428-428.