Acculturation
Acculturation is the process where cultural traits are adopted,
lost, combined, and created. In turn, these traits have an impact
on ideas, values, conventions, and behaviors.
The impact of acculturation can be far reaching. Ask yourself
these questions:
- Do I know how acculturation might affect my brand
loyalty, awareness, message relevancy, brand imagery, perception,
and media mix?
- Am I targeting the right Hispanic audience?
- Do I truly understand what drives my Hispanic target
to buy my product?
- Do I really have a grasp on cultural nuances that can make the
difference in my marketing message?
That's where MRSI's acculturation model comes in.
Many acculturation models rely solely on demographics and
language, but this doesn't paint the full picture of the
acculturation process and its impact on attitudes and behavior.
MRSI's model goes beyond the standard,
including those attitudinal and behavioral dimensions to give you
better insights on cultural attitudes and shopping behavior.
For example:
- Are you sure that all less acculturated Hispanics are the same
when it comes to their attitudes and importance they place on your
advertising? MRSI's model suggests there are differences in how
unacculturated Hispanics interact with your advertising
efforts.
- Are you certain that the more acculturated, bilingual Hispanics
are "just like the General Market"? Our model suggests that
biculturalism is alive and well! There are Hispanics fully fluent
in English or that are U.S. born that cherish their roots and pay
attention to your Hispanic advertising efforts when they shop.
With the acculturation insights gained from incorporating
attitude and behavior into MRSI's model, you can fully
leverage cultural nuances like these to make your Hispanic
marketing more effective.
Acculturation is a cultural process best represented as a
continuum and there are many ways of describing this continuum.
This process may be influenced by a variety of factors
including:
- How long the individual has lived in the United States
- The age when he/she moved to the United States
- Immersion into U.S. culture
- Language spoken most often at home and away from home
- The size of the Hispanic population in which the individual
lives
- Access to and use of Spanish language media
MRSI has developed an acculturation model that fits many
different research applications both quantitative and
qualitative.
Plus, we have Hispanic research experience across categories
from consumer products to financial services to restaurants and
pharmaceuticals and an in-house Hispanic research team
committed to working with you to determine the most effective
approach for your category and market.
By understanding where your audience fits in MRSI's
acculturation model, you'll have a more accurate assessment of the
message nuances, brand imagery and media mix that's most effective
in reaching your Hispanic audience.
Contact
MRSI for more information on Acculturation today!
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