Despite increasing evidence that first-generation Asian-Indian immigrants experience acculturative stress in the United States, there is limited research on their coping strategies for acculturative stress. Based on frameworks of the compensatory consumer behavior model and symbolic self-completion theory, we proposed a conceptual model delineating the relationships between the predictors and coping behaviors for acculturative stress. Through conducting an online survey (n = 234) with first-generation Asian-Indians in the United States, and analyzing the data with structural equation modeling, we evinced that: (a) the first predictor, commitment to ethnic identity positively influences acculturative stress, and the coping behaviors, usage of ethnic symbols and purchase intent for ethnic products; (b) further, acculturative stress partially mediates the relationship between commitment to ethnic identity and purchase intent for ethnic products; (c) the second predictor, ethnic identity self-discrepancy positively influences acculturative stress and usage of ethnic symbols, whereas, it negatively influences purchase intent for ethnic products; and (d) acculturative stress fully mediates the relationship between ethnic identity self-discrepancy and purchase intent for ethnic products. Theoretical, marketing, and societal implications of the findings are discussed. Importantly, brands can facilitate long-term emotional bonds with this population by offering a wider variety of symbolic Indian ethnic products that offer the potential to alleviate or cope with acculturative stress.

中文翻译：

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美国第一代亚裔印度移民的文化适应压力和基于消费的应对策略

尽管越来越多的证据表明第一代亚裔印度移民在美国经历了文化适应压力，但关于他们应对文化适应压力的策略的研究有限。基于补偿性消费者行为模型和符号自我完成理论的框架，我们提出了一个概念模型，描述了文化适应压力的预测因子与应对行为之间的关系。通过进行在线调查（n = 234）与美国的第一代亚裔印度人，并用结构方程模型分析数据，我们证明：（a）第一个预测因素，对种族认同的承诺对文化适应压力，以及应对行为，使用民族标志和民族产品的购买意向；(b) 此外，文化适应压力部分调节了对民族认同的承诺与民族产品的购买意愿之间的关系；(c) 第二个预测因子，民族认同自我差异对文化适应压力和民族符号的使用产生积极影响，而对民族产品的购买意愿产生负面影响；(d) 文化适应压力在民族认同自我差异与民族产品购买意愿之间完全中介。理论、营销、并讨论了研究结果的社会影响。重要的是，品牌可以通过提供更广泛的具有象征意义的印度民族产品来促进与这一人群的长期情感纽带，这些产品具有缓解或应对文化适应压力的潜力。