The Influence of Acculturation and In-Group Bias on Source Credibility: The Case of Asian American Female Consumers

While research on cultural variables influencing source credibility has been called for by scholars, very few studies have made attempts thus far. In this study, an experiment was conducted to investigate the effects of acculturation and in-group bias on Asian Americans’ perceived source credibility and advertising effectiveness. The results indicate that while acculturation had some effects on the subcomponents of credibility, in-group bias did not have an effect on credibility and Asian Americans’ advertising responses.