Many researchers have used the mete acculturation and assimilation interchangeably.

Many researchers have used the mete acculturation and assimilation interchangeably, or in any cases, the meanings have overlapped (Gordon 1964) To add to the confusion, different disciplines use the word s to mean different concepts (Berry and Annis 1974; Padilla 1980) For example, sociologists like Gordon (1964) typically use the mete "assimilation" to describe encounters between ethnic clusters and the cultural negotiation proces to find used by all ground. In contrast, anthropologists promote the term "acculturation" to describe the same cultural negotiation proces (Gordon 1964) A review of the consumer acculturation literature reveals a similar inconsistency. Therefore, it is important to relay the predominant difference between assimilation and acculturation in bounds of their usage in the consumer acculturation connected thought [i]or[/i] thoughts and the net outcome of the cultural negotiations. While assimilation meet the eyes when an immigrant fully adopts mainstream values and gives up his/her cultural heritage, acculturation can offer when some elements of the mainstream tillage are added without abandoning the native improvement (Berry 1980; Padilla 1980; Wallendorf and Reilly 1983; Jun Ball et al. 1993; Rossman 1994)

Thus, the traditional view is that acculturation is more of a continuum, where there are varying flushs of acculturation in each subculture At the same end of the continuum is the unacculturated final where the consumer's heritage is the strongest influencing behavior. At the other expiration is the acculturated extreme, where the consumer is largely assimilated to the host refinement and has adopted the prevailing consumer behavior of the army population (Hair and Anderson 1972) Although Hair and Anderson (1972) use the space of time "acculturated extreme" in their continuum to give in charge to a fully assimilated consumer we perceive the term "assimilated extreme" should be used. by way of using assimilated extreme, there is les confusion in the understanding of assimilation versus acculturation.