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Into the unknown: Rethinking uncertainty avoidance among US Hispanics through a conceptual model beyond aggregate data

Author

Listed:
  • Sawicki, Sean

    (Assistant Professor of Communication, The University of Tampa, USA)

  • Chapa, Sindy

    (Full professor and Director, Center for Hispanic Marketing Communication, Florida State University, USA)

Abstract

The conceptual model outlined in this paper explores uncertainty avoidance among US Hispanics at the individual level by addressing limitations of existing aggregate cultural frameworks. Existing research examines US Hispanics as a homogeneous group. In doing so, the heterogeneity of the group is overlooked, as US Hispanics’ individual identities are shaped by a combination of factors that include acculturation, generational status, language preference and social influences. The proposed model outlines individual cultural factors and social cultural factors as antecedents to individual-level uncertainty avoidance, which subsequently influences strategic communication outcomes. Through this reconceptualisation of uncertainty avoidance at the micro-level, this proposed framework offers a theoretically grounded approach to examine the US Hispanic market with additional nuance. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Suggested Citation

  • Sawicki, Sean & Chapa, Sindy, 2026. "Into the unknown: Rethinking uncertainty avoidance among US Hispanics through a conceptual model beyond aggregate data," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 10(2), pages 177-186, July.
    • Handle: RePEc:aza:jcms00:y:2026:v:10:i:2:p:177-186
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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