Does two-way acculturation shape diversity-related consumer attitudes? A structural equation modelling study

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/.