Inter-Generational Pendula (IGP): Toward a theory of immigrant identity, materialism and religiosity

This paper examines the interplay among ethnic identification, religiosity, and materialism, as well as the intergenerational differences within immigrant groups. It extends the analysis over the first three generations of immigrants and contrasts the results across two immigrant groups. The findings indicate a negative relationship between religiosity and materialism and underscore the accentuating effect of ethnic identification on that relationship. They also expose pendulum-like trends across the three generations in both groups. Whereas ethnic identification and materialism decline from the first to the second generation of immigrants and resurge among the third generation (a U-shape trend), religiosity moves in the opposite direction (an inverted U-shape trend). These findings comprise an initial, exploratory precursor to Inter-Generational Pendula (IGP), a new theory of immigrant identity, materialism, and religiosity. They attest to the heterogeneity within each immigrant group and are germane to international marketing research, segmentation, targeting and positioning strategies.