BIM:A New Scale To Measure Hispanic, Cross-Cultural Identity

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national
identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation
tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.