Most marketers in the United States base their marketing strategies regarding ethnic groups on the implicit assumption that an assimilation model exists, that minority cultures will move linearly toward the host culture. We investigate the generality of acculturation models developed in North America to the acculturation processes occurring among the Muslim and Chinese subcultures in southern Thailand. A measure of attitudinal acculturation developed in the U.S. was found to work well across ethnic groups in Thailand, but a language preference measure did not yield comparable data. The behavioral and attitudinal dimensions of acculturation appear to be relatively independent.
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