Ethnicity and Acculturation

 Marketers take into account consumer's ethnicity and racial differences. Research has discover that members in a minority group will find a spokesperson from their own group more trustworthy. It is more likely for them to consider purchasing the product. Although the research is true, marketers need to be cautious about assuming all members of an ethnic or racial group are the same. This is not the case. Consumers may find certain ads offensive when they are geared towards their ethnic or racial group. If they find it offense, then the marketers did not succeed in trying to target them and convince them to buy their products.

When individuals immigrate to a new country, they may go through acculturation. This is a process in which the individual learns the beliefs and behaviors endorsed by another culture. These people choose to assimilate to their environment. Others may choose to resist the blending process and stick to their cultures and traditions. They do not want to blend in to the new society and culture. There are people who assist individuals who immigrate to a new country. They are called, acculturation agents. Many immigrants undergo assimilation during the acculturation process. They adopt products, habits, and values of the mainstream culture. Although they still hold on to and practice their culture of origin as well They may cook food from their culture and celebrate holidays. 

The United States has benefited greatly from immigration. The introduction of new foods, products, holidays, and traditions has made the U.S. very diverse and accepting of many cultures. Some products that were linked to ethic groups have detached themselves from the group and appeal to other groups as well. Some examples are bagels from Jewish culture, burritos from Mexico and threading from India.