Definition of Assimilationist Culture:
Nakata and Weidner (2012) defined assimilationist culture as a culture within which BOP consumers want to perform a behaviour because the product originates in a dominant culture, where a dominant culture attests to wealth, modernity, and consumption, presents images of an idealised life of social acceptance and comfort.
| Items |
| Affluent people who are important to me would support the idea of using bKash. |
| I think that those wealthy or modern people who are important to me would want me to use bKash. |
| Affluent or modern people whose opinions I value would prefer me to use bKash. |
Hasan, R., Lowe, B., & Petrovici, D. (2019). An empirical comparison of consumer innovation adoption models: implications for subsistence marketplaces. Journal of Public Policy & Marketing, 38(1), 61-80.