This study is based on Berrys model of acculturation and focuses on one of its segments: the Bicultural individuals. Bicultural individuals have been defined as those who grow up in a culture that is different than that of their parents. Bicultural individuals stand at a crevasse between two communities. They hold accountability both to the culture of their parents (heritage culture) and to the one in which they have grown up (host culture). Their experiences in life are very different than the other bicultural categories or monocultural individuals and their perspectives are shaped by the amalgamation of two cultures. They find themselves connected to both countries but with slightly varied affiliations. They see themselves as someone from the host country but with the inherent values of the heritage country. They go through a process of ethnic identity formation where they try to understand what their ethnicity means to them. The food choices of the bicultural individuals have been studied as well : bicultural individuals grow up having heritage country food at home which influences their food choices, but they can also connect with the heritage culture through social media channels where they often exchange pictures and recipes of food. Interestingly, they would like to be targeted by advertisements on food products based on their heritage ethnicity.
