• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.187-210
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• 2005

The acculturation of ethnic minorities is an increasingly important issue. This paper explores the role of two factors which may be related to Asian Americans' development of preferences for ethnic or non-ethnic shopping: level of acculturation and susceptibility to interpersonal influence. Several prior studies have found that strength of ethnic identification (a measure of level of acculturation) accounts for differences in consumption patterns among immigrant groups. The results of this study suggest that ethnic identification is not a unidimensional construct. Instead, two construct, ethnic identification and consumer socialization are found to be relatedto the level of influence exerted by culturally consistent in-group than "American." A strong positive relationship is found between ethnic identifi.cation and ethnocentric purchasing preferences. In contrast, no significant direct relationship between level of.consumer socialization and ethnocentric preferences is found. Implications for marketers are discussed.

• Journal of Families and Better Life
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• v.33 no.3
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• pp.15-29
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• 2015

The purpose of this study was to explore ethnic socialization enacted by Japanese marriage migrant women currently raising 7- to 18-year-old children in Korea. To accomplish this goal, we examined the following research questions: (1) What is the level of ethnic socialization enacted by Japanese marriage migrant mothers? (2) Does the level of ethnic socialization vary by demographic and ethnocultural factors? (3) To what extent do demographic and ethnocultural factors influence the enactment of ethnic socialization by Japanese marriage migrant mothers? The sample consisted of 243 Japanese marriage migrant women currently raising 7- to 18-year-old children in Korea. For data analysis, T-test, correlation, ANOVA, and hierarchical regression analyses were used. Also, we performed separate analyses for two subtypes of ethnic socialization in particular, namely cultural socialization and preparation for bias. Ethnocultural factors examined in this study were the level of discrimination experience, Japanese ethnic identity, and husbands' ethnic orientation in childrearing. The main results of this study were as follows. First, results showed that Japanese marriage migrant women enacted moderate levels of cultural socialization and preparation for bias. Second, Japanese marriage migrant women's cultural socialization and preparation for bias were both positively related to the levels of women's discrimination experience and Japanese ethnic identity. Also, the younger the age of the firstborn child, the more preparation for bias these women performed. In addition, women whose Korean husbands wanted to raise their children more biculturally performed more cultural socialization compared to those with Korean husbands who wanted to raise their children as Korean. Third, hierarchical regression analyses revealed that women's discrimination experience and ethnic identity positively predicted both types of ethnic socialization. Also, Korean husband's bicultural orientation towards childrearing predicted a higher level of cultural socialization by Japanese marriage migrant women. Results of this study provide basic information about ethnic socialization among multicultural families in Korea, which can be useful for promoting positive self-identity among multicultural children. Furthermore, the results suggest that husbands' support and cooperation in ethnic socialization can be crucial for marriage migrant women to socialize their children utilizing their cultural and experiential resources.

• Human Ecology Research
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• v.58 no.3
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• pp.375-390
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• 2020

This paper explored the marriage migrant mothers' experiences of parenting bi-ethnic children in South Korea based on the concepts of ethnic socialization and intersectionality. We analyzed in-depth interviews of 22 marriage migrant women from Vietnam residing in the capital region of South Korea. They had at least one child whose biological father is Korean. Children were 5 years old or older, attending preschool or elementary school. Five types of bi-ethnic socialization strategies were identified, which provide portraits of different situations in which marriage migrant women were placed. The five strategies that emerged from the data were 1) "Natural practice of bi-ethnic socialization" including two heterogeneous groups, "Coexistence of two cultures" and "Mixture of two cultures", 2) "Active practice of bi-ethnic socialization", 3) "Struggling practice of bi-ethnic socialization", 4) "Silence on bi-ethnic socialization", and 5) "Suppressed bi-ethnic socialization". The strategies of bi-ethnic socialization that marriage migrant women chose to raise their children reflected personal perceptions of Korean society and individual ethnic identity formed within Korean society. This study complements existing research on ethnic socialization by examining how ethnic socialization practices are shaped by multiple contexts marriage migrant women embedded in Korean society.