Does two-way acculturation shape diversity-related consumer attitudes? A structural equation modelling study
Abstract
As the US marketplace becomes increasingly diverse, understanding how intergroup contact shapes consumer attitudes is essential for inclusive and effective marketing. Drawing from Berry’s bidimensional model of acculturation and intergroup contact theory, this paper examines how the quality and frequency of intergroup interactions influence diversity-related attitudes. While most acculturation research treats ‘interaction’ as a generalised process between groups, this study disaggregates contact experiences by race and ethnicity, revealing important group-specific dynamics. Findings from a national sample of 1,153 White, African-American and Hispanic respondents show that high-quality intergroup contact is a stronger predictor of diversity-related attitudes than contact frequency, particularly among multicultural participants. These results underscore the importance of two-way acculturation in an increasingly pluralistic society, where consumer interaction is mutual and shaped by lived intergroup experiences. Theoretically, this study advances Berry’s model by dimensionalising interaction between minority and majority consumers, demonstrating that the quality of contact, not merely its presence, plays an important role in shaping consumer attitudes. For marketers, the nature of interpersonal interactions in a demographically diverse marketplace significantly influences a number of diversity-related attitudes. Therefore, brands should move beyond demographic proxies of acculturation and recognise the psychosocial dimensions of cultural contact that shape consumer perceptions, attitudes and marketing outcomes that help drive growth in a multicultural America. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Jake Beniflah is a nationally recognised expert in marketing in a multicultural America, consumer insights and business strategy. He is the Executive Director of The Center for Multicultural Science, a non-partisan multicultural marketing research think-tank in Los Angeles. With nearly three decades of experience as a strategic consultant and researcher, he is a full-time senior lecturer at California State University, Fullerton, where he teaches multicultural marketing, as well as a number of other courses. He holds a doctorate in marketing from Golden Gate University and has published widely in both academic and industry outlets, including his latest book, ‘The Big Shift: Redefining Marketing in a Multicultural America’.
Scott Worthge is a veteran market research professional with over 40 years of experience in insights and analytics, complemented by two decades of part-time university teaching at institutions such as UC Berkeley and Michigan State’s Master of Market Research programme. His work focuses on advancing data quality through innovative methodologies, including synthetic data modelling, voice and video capture and multicultural sampling. He is particularly interested in how shifting US demographics affect research ‘representativeness’ and is currently leading an ongoing attitudes and perceptions study of emerging researchers. His applied work bridges cutting-edge methods with practical impact across the industry.
Madeline Beniflah is a seasoned marketing and media strategist with over 30 years of experience leading both mainstream and multicultural initiatives across agency settings. She has developed and executed culturally informed campaigns targeting the US Hispanic and diverse consumer segments, driving relevance and growth for national clients. Madeline also brings her industry perspective to academic settings, most recently contributing to the TITANIAM Advertising Masterclass at California State University, Fullerton. Her work bridges strategic insight with cultural fluency, earning recognition for advancing inclusive marketing practices and helping brands authentically connect with an increasingly diverse consumer marketplace.
