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acculturation, consumer choice behavior, Hispanics, non-Hispanics, Anglos, Single-Beta-Main Effect, SBM
This article examines the effects of the subcultural component and the degree of acculturation on consumer choice behavior. The choice behavior of Hispanics and non-Hispanics (Anglos) are compared for high and low involvement products using the Single-Beta-Main Effect (SBM) hybrid conjoint model. The findings of the study suggest that the utilities of different product attributes for low acculturated Hispanics are different from those of high acculturated Hispanics and non-Hispanics.
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