Effect of Assimilation on Prepurchase External Information‐Search Tendencies

Three of the dimensions of the multidimensional construct called assimilation were measured in a sample drawn from the Chinese American population. These 3 dimensions were cultural assimilation, identificational assimilation, and structural assimilation. Each dimension was measured by a separate subscale, resulting in a tripartite measure. This measure was shown to be reliable and valid. The relation between this measure and a microculture individual's external information search prior to the purchase of formal clothing was explored. Cultural assimilation related positively to the individual's tendency to search among a wide array of information sources. Identificational assimilation related positively to the individual's tendency to seek information from advertisements in the mass media. Finally, structural assimilation related negatively to the individual's tendency to consult his or her family and friends.