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Presentation Title

Acculturation and Consumer Culture: An analysis of generational values in Hispanic marketing in the United States.

Student Presenter(s) and Advisor

Jessica Luna, Lake Forest CollegeFollow

Location

Young 111

Abstract

The aim of this presentation is to evaluate the differences in acculturation levels with respect to generational categories of the Hispanic market; taking into account how Hispanic audiences look at commodity culture through common values and the way that these are represented in consumer culture. The findings suggest that there is a positive correlation among generational differences with levels of acculturation. This correlation influences language preferences, purchasing behavior and interpretations of commercial messages. However, the results suggest that despite Hispanics acculturation levels and generational differences they retain their values while adapting many of the behavioral norms of the dominant culture.

Presentation Type

Individual Presentation

Start Date

4-8-2014 10:40 AM

End Date

4-8-2014 12:00 PM

Panel

Panel: Latino Migration and Its Impact on Identity, Values and Income

Field of Study for Presentation

Communication

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Apr 8th, 10:40 AM Apr 8th, 12:00 PM

Acculturation and Consumer Culture: An analysis of generational values in Hispanic marketing in the United States.

Young 111

The aim of this presentation is to evaluate the differences in acculturation levels with respect to generational categories of the Hispanic market; taking into account how Hispanic audiences look at commodity culture through common values and the way that these are represented in consumer culture. The findings suggest that there is a positive correlation among generational differences with levels of acculturation. This correlation influences language preferences, purchasing behavior and interpretations of commercial messages. However, the results suggest that despite Hispanics acculturation levels and generational differences they retain their values while adapting many of the behavioral norms of the dominant culture.