Bicultural Advertising and Hispanic Acculturation

Bibliographic Data

ID6063788
AuthorsWan-Hsiu Sunny Tsai, Wan‐Hsiu Sunny Tsai (0000-0003-3124-6882, University of Miami, Coral Gables, FL, USA), Cong Li (0009-0002-7711-7277, University of Miami, Coral Gables, FL, USA)
Year2012
Volume34
Issue2
Pages305-322
Publication date2012-05-01
Open AccessYes
TypeARTICLE
VenueHispanic Journal of Behavioral Sciences (JOURNAL)
Journal identifiersISSN: 0739-9863 • E-ISSN: 1552-6364
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/0739986311435224
OpenAlexW2074295550
LanguageEN
Citations received4
References cited16

This study examined the moderating effects of acculturation modes (assimilated, integrated, and separated) on Hispanic consumers’ responses to three advertising targeting strategies (Caucasian targeted, bicultural, and Hispanic targeted). The hypotheses were empirically tested in a 3 × 3 factorial experiment with 155 self-identified Hispanic adult consumers, where their acculturation modes were measured and the advertising stimuli they viewed were manipulated. Based on the ANCOVA (analysis of covariance) test results, it was found that Hispanic consumers’ attitudes toward different targeted ads and their purchase intentions for the products promoted in the ads were significantly influenced by their acculturation modes. The study results also highlighted integrated Hispanic consumers’ dual identification with both mainstream society and their Hispanic heritage, and their preference for bicultural and bilingual ads

Acculturation · Advertising · Biculturalism · Business · Ethnic group · Mainstream · Neuroscience of multilingualism · Political science · Sociology · Consumer Behavior in Brand Consumption and Identification · Media, Gender, and Advertising · Psychology · Social and Intergroup Psychology · Social Psychology

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