Examples Of Consumer Acculturation

The Consumer Acculturation process begins when an individual from one culture (for instance, Mexican) moves to the different culture or subculture with personal purposes like working, studying or living. If acculturation simply refers to adapting and understanding the meanings of the different culture by its beliefs, lifestyles, values and etcetera, then “Consumer acculturation refers to how people acquire the ability and cultural knowledge to be skilled consumers in different cultures or subcultures”.* Marketers, in order to gain different cultures or subcultures’ attention, have to be creative and engaging to that particular subculture. In the US, there are three large subcultures, those are Asians, African-Americans, and Hispanics. These three subcultures’ population together is twice more than white Americans’ one, therefore; it is very significant for marketers to find the ways to engage these subcultures to their products as it is a very hard process because marketers have to know their values, behaviors and beliefs, so their marketing campaigns would not offend any of these subcultures in any possible way. Otherwise, it would only harm the company’s image instead of extending the market.
There are some different examples of marketing campaigns that I found to be interesting and significant in the process of engaging different ethnic subcultures to companies’ products by marketers that either made a good statement or a negative one. “MCI, for instance, developed such effective print ads targeted at recent immigrants from Hong Kong and Taiwan that the company had to hire additional Chinese-speaking operators to handle the influx of calls”.* This campaign worked perfectly in those communities where was a specialized media suc...

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...ide special discounts and menus for elders, and create ads for their audience by emphasizing their lifestyles that are preferable, where seniors are not weak and disabled, but where they still able to work, play sports, fall in love and do other daily basis things. For instance, McDonald’s made a couple ads where senior couples meet their golden years by happily eating lunch together, or where an elder starts his first day of work for McDonald’s as an ordinary healthy person. All these ads are better in a way that they encourage seniors to live their lives without thinking about their age issues, and in fact, those ads are most likely will gain their attention as seniors are still willing to be active, energized and creative despite their age. This statement should certainly be a good start point for marketers in order to interact with the mature market subculture.