TY - JOUR
T1 - The Influence of Acculturation and In-Group Bias on Source Credibility
T2 - The Case of Asian American Female Consumers
AU - Morimoto, Mariko
PY - 2012/4
Y1 - 2012/4
N2 - While research on cultural variables influencing source credibility has been called for by scholars, very few studies have made attempts thus far. In this study, an experiment was conducted to investigate the effects of acculturation and in-group bias on Asian Americans' perceived source credibility and advertising effectiveness. The results indicate that while acculturation had some effects on the subcomponents of credibility, in-group bias did not have an effect on credibility and Asian Americans' advertising responses.
AB - While research on cultural variables influencing source credibility has been called for by scholars, very few studies have made attempts thus far. In this study, an experiment was conducted to investigate the effects of acculturation and in-group bias on Asian Americans' perceived source credibility and advertising effectiveness. The results indicate that while acculturation had some effects on the subcomponents of credibility, in-group bias did not have an effect on credibility and Asian Americans' advertising responses.
KW - Asian-Americans
KW - acculturation
KW - in-group bias
KW - source credibility
UR - http://www.scopus.com/inward/record.url?scp=84861558216&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84861558216&partnerID=8YFLogxK
U2 - 10.1080/10496491.2012.668436
DO - 10.1080/10496491.2012.668436
M3 - Article
AN - SCOPUS:84861558216
SN - 1049-6491
VL - 18
SP - 254
EP - 274
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 2
ER -