The Influence of Sub cultural and Personality Factors on Consumer Acculturation

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Leon G Schiffman; William R Dillon; Festus E Ngumah;
  • Journal: Journal of International Business Studies,volume 12,issue 2 June,pages137-143

This paper explores the potential role of subculture (religious) and personality (Rockeach Dogmatism Scale) characteristics in explaining differences in the extent of consumer acculturation. The survey results suggest that for a complex and heterogeneous nation like Nig... View more
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