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Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator

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  • Chattaraman, Veena
  • Rudd, Nancy A.
  • Lennon, Sharron J.

Abstract

Culturally 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.

Suggested Citation

  • Chattaraman, Veena & Rudd, Nancy A. & Lennon, Sharron J., 2009. "Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator," Journal of Business Research, Elsevier, vol. 62(8), pages 826-833, August.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:8:p:826-833
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    References listed on IDEAS

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    1. 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, Oxford University Press, vol. 13(2), pages 214-220, September.
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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. repec:eee:jbrese:v:82:y:2018:i:c:p:320-329 is not listed on IDEAS
    5. Bartikowski, Boris & Walsh, Gianfranco, 2015. "Attitude toward cultural diversity: A test of identity-related antecedents and purchasing consequences," Journal of Business Research, Elsevier, vol. 68(3), pages 526-533.
    6. Touchstone, Ellen E. & Koslow, Scott & Shamdasani, Prem N. & D'Alessandro, Steven, 2017. "The linguistic servicescape: Speaking their language may not be enough," Journal of Business Research, Elsevier, vol. 72(C), pages 147-157.
    7. repec:eee:joreco:v:21:y:2014:i:3:p:277-283 is not listed on IDEAS
    8. Yang, Defeng & Lu, Yue & Zhu, Wenting & Su, Chenting, 2015. "Going green: How different advertising appeals impact green consumption behavior," Journal of Business Research, Elsevier, vol. 68(12), pages 2663-2675.
    9. repec:eee:ijrema:v:30:y:2013:i:4:p:426-428 is not listed on IDEAS

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