Second Generation Asian-Indian Reactions To Asian-Indian And American Magazine Advertisements

Abstract

This paper is an extension of a previous study which addressed cultural perceptions of first generation Asian-Indians.  The current study includes second generation Asian-Indians in the U.S. (The United States of America) and compares their reactions to the first generation subjects regarding Indian magazine advertisements versus American magazine advertisements of the same product class.  The results indicate that cultural perceptions of the second generation Asian-Indian are similar to cultural perceptions of first generation Asian-Indians in the earlier study.  In general, both generations appear to prefer Indian advertisements more than the corresponding American advertisements.  This offers opportunities for U.S. marketers to continue to develop culturally attuned advertising strategies to effectively reach the growing and affluent Asian-Indians in the U.S.