The Impact of Acculturation on the Adoption of New Products in Cosmopolitan Markets

Abstract

A conceptual framework incorporating values, acculturation, length of residence as well as price and perceived novelty is proposed to account for the degree of innovativeness in culturally-heterogeneous and cosmopolitan markets. Research hypotheses were tested in Canada and France among three distinct cultural groups, using available new product innovations for each country. Results for neo-consumers confirmed the impact of conservatism, acculturation, price and length of residence on innovativeness. In both countries, neo-consumers with a high cultural assimilation and a low level of conservatism were found more innovative than national consumers low in conservatism.