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n order to reduce conflicts. Anthropologists, as Redfield et al., also have highlighted that the interaction among people from different cultures will take them to be acculturated; however they consider that the changes can occur in both groups and not just in the considered minority (Padilla and Perez 2003).

Later or, these analysis were expanded with a psychological dimension, which has considered aspects of value system, roles and personality factors involved with acculturation. Its importance is related to the possibility of selection, which determines that actually people can decide if want to be acculturated or not, and will also choose which elements from its original culture will keep and which aspects from the new culture will incorporate (Social Science Research Council 1954).

This was supported by Berry et al. (in Wilson 2007) who developed a model of acculturation to describe its dimensions according to the level of cultural maintenance:

Integration: the acculturated group tries to maintain its own identity but it also tries to have a relationship with the hosting group;

Marginalization: the group neither maintains its own identity nor tries to have a relationship with the host group. Example: between 1950 and 1960, before the civil rights movement, African-American population in the US was marginalized;

Separation: the group just keeps its own identity and does not have a relationship with the host group;

Assimilation: the acculturated group does not maintain its cultural identity.

On the other hand, some authors actually consider acculturation as the process which involves marketers learning a different culture when they want to target a foreign market. They need to evaluate how they can attract these potential customers and how they can encourage them to modify their traditions (Schiffman and Kanuk 2007). This was the base of the study conducted by Peñaloza and Gilly (1999), who have indicated that marketers move and adapt from one cultural market system to another.

The study about acculturation is related to the existence of a different cultural group in a more complex society. According to Solomon (2002), inside a large society, it exist a subculture group which shares beliefs and experiences which make them different. The similarities which make them to belong to one subculture can be related to age, race, ethnic background, geographic and so on.

The ethnic background is one of the main subcultural reference which guides values and beliefs of a group. People have pride of their ancestor’s language and customs and this is manifested on their preferences of food, clothes, music and so on (Schiffman and Kanuk 2007). However, according to Solomon (2002), it’s difficult to define what represents an ethnic group. As an example, 70 to 90 % of people who define themselves a本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。