Abstract: With the diversification of the US population and companies' increasing need to target minority groups, researchers have undertaken studies of these minority groups and their consumer behavior. Two variables, the level of assimilation into the major culture and the degree of ethnic identification, are often used to characterize individuals within these minority groups. This paper proposes a theoretical model of acculturation and consumer behavior. The model incorporates assimilation and ethnic identification in the broader framework of acculturation. Mechanisms through which acculturation influences consumer behavior are explored.