Gap 3: Lack of research forward consumer acculturation measurement scales.

Gap 3: Lack of research forward consumer acculturation measurement scales.

As identified, there stand in want ofs to be more empirical research onward acculturation measurement scales that are specific to the consumer acculturation proces Thus after the identification of the consumer microculture, researchers ne to utilize a measurement tool that determines the quality of consumer acculturation of each individual in the microculture(s) subordinate to study. We believe there extremitys to be more research that related to the measurement of consumer acculturation. An integrative measure of consumer acculturation will provide more accurate and realistic measures. As integrated acculturation measurement scales are bring outed and tested, the accuracy of the data upon the degree of consumer acculturation will increase and the importance and value of acculturation as a moderating variable will become increasingly apparent. The research indicates that the measure of acculturation impact subcultural purchase decisions. We believe this premise can be widened to the microcultural level. subsequent time tools that measure acculturation horizontal should take into account microcultural factors. Although there are many refer toed determinants of consumer acculturation even (i.e. language, length of time in the landlord country, miscegenation, religion, media sources, etc) there emergencys to be more agreement in variables that should be used in measurement.