Reverse Acculturation: Toward a Working Framework on Anglo- Americans; Adjustment to Life in a Multicultural Environment
來源
第五屆中華民國廣告暨公共關係學術與實務研討會
作者
陳文玲
年份
1997/3/20
資料性質
會議論文
出版者
國立政治大學廣告學系
出版地
台北
冊數
頁數
相關連結
簡介
The growing ethnic diversity has impacted the American society in many ways. However， the Anglo- Americans’reciprocal accommodation to minorities and ethnic cultures， which can be referred to as reverse acculturation， has rarely been explored. The objective of this paper， therefore， are to develop a theoretical framework for understanding the process of reverse acculturation， and provide information for future academic research as well as managerial application in the area of marketing communication in a multicultural environment. Specifically， a qualitative investigations was carried out to refine a proposed working framework for Anglo
