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

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

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 8 (August)
    Pages: 826-833

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:8:p:826-833
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
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