Abstract:

This study explores the acculturation process as a bilinear multidimensional change process across generations. As such, acculturation was measured employing consumers' selective change process in language preferences, ethnic identification, and values. Ethnic identification was measured as a bilinear change process through which consumers' feelings towards their Hispanic heritage and the American culture coexists. Additionally, the value dimension incorporated was familism, considered one of the core Hispanic culture landmarks. The effects of the acculturation process of Hispanic consumers on consumer's savings allocation are examined.