در این مقاله مبحث فرهنگ پذیری ، همانندسازی و محافظت فرهنگی مورد بررسی قرار گرفته است که قسمت از متن در اینجا گداشته شده و متن کامل مقاله به پیوست می باشد.
The question of cultural preservation or assimilationAs market researchers, a question we frequently hear is: "Aren't Hispanics gradually
assimilating into the mainstream of US culture and, consequently becoming part of the "General Market" ?i
This is an important and understandable question, deserving of careful consideration. The research answer involves an understanding of immigration patterns, socio-political realities and cultural tendencies of Hispanics in the US. Some marketers may argue that if Hispanics are becoming part of the "General Market," why should anyone bother to design specialized strategic approaches to target the Hispanic market?
The conceptualization and measurement of acculturation becomes particularly relevant in addressing that key concern. Marketing practitioners can only answer that question empirically, through research.A conceptual framework In contrast to tendencies of immigrants who came to the US at the turn of the century Hispanics have seemed to maintain their original culture to a large extent. The reasons are complicated and include the following:
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