V2

Subject: Consumer behaviour

4. DISH Network proved that combining English- and Spanish-language programming is integral to connecting with Hispanic-American audiences. The satellite provider grew its customer base by offering packages that target bilingual households, combining two cultures into one: [3] dish LATINO Paquetes Funciones Te Conviene Internet GRAN Paquetes con las Mejores Ligas de OFERTA Futbol 199 FOR 12 MESES $99 (a) Explain how DISH uses accommodation theory to target Hispanic-American consumers. First describe the theory (DO NOT quote directly from the textbook) and then discuss its application in the screenshot. [2] Accommodation theory: Type your answer here by overwriting this text Application in the screenshot: Type your answer here by overwriting this text (b) Explain the relationship between "acculturation" and "intensity of ethnic identification". DO NOT quote directly from the textbook. [1] Relationship between the terms: Type your answer here by overwriting this text