Psychological Factors Affecting Media Consumption Motivation of Bicultural Arab/Australian Consumers: The Mediating Role of Acculturation

Abstract

Societies today are far from being homogeneous. The growing trend toward multiculturalism needs to be recognized and understood so that better communication programs can be planned and implemented by marketers. This study examines the effect of personality openness and social adaptation motivation on the acculturation of bicultural Arab/Australian consumers and their motivation to use the host media. The findings of this research show positive effects among the variables of the study and confirm a model that was suggested to explain the inter-relationships among the researched variables. Several academic and practical implications are also discussed.