Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference

The importance of demographic variables and acculturation categories in consumer behaviour involving ethnic minorities has been highlighted in literature. This paper considers the primary differentiators of consumer behaviour among British Indians by examining the relationships between acculturation categories, demographic variables and preferences for a range of ethnic and host brands.


Rohini Vijaygopal, Sally Dibb, and Maureen Meadows (2012) ,"Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.


Rohini Vijaygopal, University of Bedfordshire, UK
Sally Dibb, Open University, UK
Maureen Meadows, Open University, UK


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA

Read More


Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More


E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?

Qingqing Guo, Shanghai Jiao Tong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.