Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator
AbstractCulturally relevant products, services, and communications play a crucial role in the success of ethnic targeted marketing. Employing a bi-dimensional approach, two studies examine how cultural relevance of product attributes interacts with acculturation level, and situational and contextual factors to affect product attribute evaluations (PAE) of Hispanic consumers. Across both studies, cultural relevance had main effects on PAE. In Study 1, cultural relevance interacted with cultural situations to affect PAE. Hispanic consumers evaluated Hispanic (or Mainstream) relevant product attributes more favorably when exposed to a Hispanic (or Mainstream) cultural situation. In Study 2, cultural relevance interacted independently with cultural primes and acculturation level to significantly affect PAE. PAE shifted as a result of cultural primes and moved toward being typical to the activated cultural identity. Results are discussed in the context of consumer acculturation, social identity-based consumption, biculturalism, and cultural frame shifting.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 62 (2009)
Issue (Month): 8 (August)
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Cultural relevance Identity Salience Acculturation Hispanic;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Mehta, Raj & Belk, Russell W, 1991. " Artifacts, Identity, and Transition: Favorite Possessions of Indians and Indian Immigrants to the United States," Journal of Consumer Research, University of Chicago Press, vol. 17(4), pages 398-411, March.
- Stayman, Douglas M & Deshpande, Rohit, 1989. " Situational Ethnicity and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 361-71, December.
- Oswald, Laura R, 1999. " Culture Swapping: Consumption and the Ethnogenesis of Middle-Class Haitian Immigrants," Journal of Consumer Research, University of Chicago Press, vol. 25(4), pages 303-18, March.
- Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
- Solomon, Michael R, 1983. " The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective," Journal of Consumer Research, University of Chicago Press, vol. 10(3), pages 319-29, December.
- Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
- Deshpande, Rohit & Hoyer, Wayne D & Donthu, Naveen, 1986. " The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 214-20, September.
- Aguirre-Rodriguez, Alexandra & Bóveda-Lambie, Adriana M. & Montoya, Detra Y., 2014. "Exploring ethnic consumer response to crossover brand extensions," Journal of Business Research, Elsevier, vol. 67(4), pages 457-463.
- Kipnis, Eva & Broderick, Amanda J. & Demangeot, Catherine & Adkins, Natalie Ross & Ferguson, Nakeisha S. & Henderson, Geraldine Rosa & Johnson, Guillaume & Mandiberg, James M. & Mueller, Rene Dentiste, 2013. "Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being," Journal of Business Research, Elsevier, vol. 66(8), pages 1186-1194.
- Cappellini, Benedetta & Yen, Dorothy Ai-wan, 2013. "Little Emperors in the UK: Acculturation and food over time," Journal of Business Research, Elsevier, vol. 66(8), pages 968-974.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.