Abstract
As a country of immigrants, the United States has been called a "melting pot." The name itself indicates that all newcomers will be eventually assimilated into the mainstream society and become "Americanized." Yet over time this has not become a reality. Ethnic diversity in the U.S., instead of fading away as some of the social theories predicted, have endured or even increased (Shoemaker et al, 1986). Instead, America today has become a "salad bowl" in which every group of immigrants has been able to maintain its own distinctive ethnic identity to a great extent. The American society is more than ever racially and ethnically diversified. It has become increasingly challenging for marketers to target ethnic consumers using a uniform marketing mix.
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Cui, G., Powell, K.V. (2015). Segmenting the Asian American Consumer Market: an Acculturation Approach. In: King, R. (eds) Minority Marketing: Research Perspectives for the 1990s. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17386-3_14
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