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<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-family: Batang; font-size: x-small;">The aim of this paper is to clarify conceptual and modeling issues concerning Hispanic acculturation using Berry&rsquo;s (1980) four varieties of acculturation. Although the bulk of the Hispanic consumer literature assumes the assimilation type of acculturation, most respondents in the study report following the integration route to acculturation (73%). Study findings suggest that Berry&rsquo;s (1980) two acculturation dimensions appear to be independent of the level of acculturation of the sample except for place of residency; and that strength of ethnic identity may be a misleading indicator of acculturation, higher acculturation does not always mean weaker ethnic identification.</span></p>

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