Open AccessThe Influence Of Acculturation On Advertising Effectiveness To The Hispanic Market
Author(s) -
Linda C. Ueltschy,
Robert F. Krampf
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v13i2.5764
Subject(s) - acculturation , advertising , psychology , span (engineering) , scale (ratio) , immigration , business , political science , geography , engineering , cartography , law , civil engineering
This investigation focuses on the relationship between the level of acculturation of Hispanics and their preferences in terms of language and models used in print advertisements. An on-site advertising experiment was conducted with 501 adult respondents in El Paso, Texas. The LAECA acculturation scale items were used in conjunctions with cluster analysis to identify three groups exhibiting varying degrees of acculturation. Results indicated significant differences in advertising preferences. Managerial implications are discussed.