Behavioral Acculturation among Korean Americans

Abstract

Previous research has found two separate dimensions for acculturation: an attitudinal one and a behavioral one. Most research in consumer behavior has focused on attitudinal concerns, even though the behavioral dimension relates more closely to the marketplace. This paper discusses two studies of the behavioral acculturation of Korean Americans, contrasting their consumption behaviors with those of Koreans and Americans. For the most part, the patterns of results are consistent with an assimilation perspective, as Korea Americans fell between Koreans and Americans on most aspects. In Study 1, however, extreme behavior patterns (hyperidentification and overacculturation) were also observed; such patterns are inconsistent with the assimilation model. In Study 2, which used in-depth interviews concerning washing machine usage, Korean Americans also exhibited behaviors between those of Koreans and Americans. In general, the behaviors of Korean Americans were much closer to those of Koreans than to Americans.