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The four faces of the Hispanic consumer: An acculturation-based segmentation

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  • Alvarez, Cecilia M.O.
  • Dickson, Peter R.
  • Hunter, Gary K.

Abstract

This article develops and tests a segmentation scheme for the U.S. Hispanic market based on the extent and nature of acculturation. Acculturation is conceptualized as driven by language preferences and two dimensions of cultural identification, Hispanic and American. Structural equation modeling develops and assesses the proposed scales, and a latent class clustering procedure (latent discriminant analysis) tests propositions on a sample of 403 U.S. Hispanics. Consistent with theory, four clusters of U.S. Hispanics emerge: retainers, biculturals, assimilators, and non-identifiers that vary according to language preference and cultural identification.

Suggested Citation

  • Alvarez, Cecilia M.O. & Dickson, Peter R. & Hunter, Gary K., 2014. "The four faces of the Hispanic consumer: An acculturation-based segmentation," Journal of Business Research, Elsevier, vol. 67(2), pages 108-115.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:2:p:108-115
    DOI: 10.1016/j.jbusres.2012.11.010
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    References listed on IDEAS

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    Cited by:

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    3. Peterson, Robert A. & Crittenden, Victoria L., 2020. "Exploring customer orientation as a marketing strategy of Mexican-American entrepreneurs," Journal of Business Research, Elsevier, vol. 113(C), pages 139-148.
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    6. Becerra, Enrique P. & Brynildsen, Gina & Korgaonkar, Pradeep, 2022. "The effects of acculturation on Hispanic Americans' perceptions of shoplifting," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    8. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.
    9. Hayiel Hino, 2020. "Investigating the moderating role of intercultural factors on consumer cross-shopping behavior: Bridging the prejudice," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(2), pages 139-151, March.
    10. Jones, Robert Paul & Camp, Kerri M. & Runyan, Rodney C., 2018. "Exploring the impact of shopper ethnicity through the path-to-purchase framework," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 152-162.

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