The effect of acculturation and ethnic identification on consumer disidentification and consumption: An investigation of U.S. Hispanics

This study examines the antecedents and outcomes of consumer disidentification (CDI) among immigrants and the role that cultural change plays in affecting this consumer orientation. Specifically, it explores the effect of acculturation and ethnic identification on host nation sentiments (i.e., host nation identification, disidentification, and affinity) and how the latter influence CDI. Then, it assesses the effect of CDI on consumer behaviors including product quality judgments and willingness to buy products originating in the host country. Survey data from a convenience sample of 555 adults of Cuban and Puerto Rican origin, who live in the USA, confirm that disidentification with the host nation is the basis of CDI. Acculturation is the process through which disidentification with the host nation and the resulting CDI can be mitigated. However, ethnic identification shows inconsistencies in affecting consumers' sentiments toward the host nation and CDI. While CDI is negatively related to consumers' willingness to buy domestic products, it does not seem to affect consumers' willingness to buy domestic products through their product quality judgments. Practically, this study facilitates strategic marketing decisions that are related to the presentation of country‐of‐origin (COO) product attributes in marketing communication and branding campaigns. This study is one of the few empirical studies on CDI, and it focuses on COO effects of domestic rather than foreign products among subcultures within national boundaries. Understanding COO effects among subnational cultural consumers is of primary importance given the ever‐increasing ethnic diversification of consumer markets.