• Journal of Global Scholars of Marketing Science
• /
• v.15 no.3
• /
• pp.187-210
• /
• 2005

The acculturation of ethnic minorities is an increasingly important issue. This paper explores the role of two factors which may be related to Asian Americans' development of preferences for ethnic or non-ethnic shopping: level of acculturation and susceptibility to interpersonal influence. Several prior studies have found that strength of ethnic identification (a measure of level of acculturation) accounts for differences in consumption patterns among immigrant groups. The results of this study suggest that ethnic identification is not a unidimensional construct. Instead, two construct, ethnic identification and consumer socialization are found to be relatedto the level of influence exerted by culturally consistent in-group than "American." A strong positive relationship is found between ethnic identifi.cation and ethnocentric purchasing preferences. In contrast, no significant direct relationship between level of.consumer socialization and ethnocentric preferences is found. Implications for marketers are discussed.

• Journal of Korea Technology Innovation Society
• /
• v.11 no.4
• /
• pp.450-475
• /
• 2008

The successful diffusion of innovation depends on an understanding of the consumer innovators, although they represent a small group of consumers. Researchers have studied the personalities of innovators to explain how these are associated with innovativeness. This paper examined the relationships of need for uniqueness, susceptibility to interpersonal influence, attention to social comparison information, and role-relaxed consumption to individual innovativeness. Data were collected from 319 students in Seoul. The results supported by large hypothesized relationships among these variables. Based on the results of the analysis, practical implications were discussed.

• (The) Korean Journal of Advertising
• /
• v.25 no.5
• /
• pp.7-42
• /
• 2014

This study is designed to examine the effects of information source's social distance on message attitude and online word-of-mouth intention (e-WOM). It also examined the moderation effects of blatant persuasive intention of message, the normative interpersonal influences, and the informative interpersonal influences on the relationship between social distance and advertising effectiveness. This study employed an experiment: 2(far/near social distance far/near) ${\times}2$(high/low blatant persuasive intention of message) ${\times}$(high/low normative interpersonal influences) ${\times}2$(high/low informative interpersonal influences). The results of this study are as follows. First, closer social distance led to more positive message attitude and higher online word-of-mouth intention. Second, when blatant persuasive intention of message is low, the effects of social distance on message attitude and WOM intention were more noticeable while those effects were less significant for high blatant persuasive intention of message. Third, there were no interaction effects of social distance and normative interpersonal influences on advertising effectiveness. Fourth, the effects of social distance on message attitude and WOM intention were more significant for high informative interpersonal influences than for low informative interpersonal influences. Implications of study findings are provided for strategic use of corporate Facebook page to generate positive consumer responses.