Forming, Shaping, and Refining Cultural Perspective

By Maria Puente and Sean Sawicki – Florida State University / Center for Hispanic Marketing Communication

Hispanics are a group of individuals who are heavily influenced by people in their close network. Like most individuals, their actions and behaviors are affected by those who they identify with and deem trustworthy. With regard to Hispanics, the role of reference groups in influencing their consumer behavior across acculturation levels is important, as many of these individuals have no experience in the American market or have never seen these brands before. They depend on those they trust and those who are knowledgeable to guide them while they learn and establish their own consumer behavior pattern.

While Hispanic consumers exhibit certain general behaviors, the length of time that an individual has been in the United States plays a significant role in other consumer patterns. Over time, the “extensive contact between cultural groups” will have an acculturation effect on Hispanics who reside in the United States (Alvarez, Dickson, & Hunter, 2012, p. 108). Essentially, by measuring certain milestones that occur over time through gradual exposure to the new host culture, this allows for marketers to measure “targets by cultural and language attachment and preference” (Korzenny, Chapa, & Korzenny, 2017, p. 203). Understanding the subtle nuances that emerge over acculturation—while also acknowledging that some remain static—will allow the marketer to create broad or tailored messages as needed. For example, while familism remains immune to acculturation in Hispanics, longer exposure to the American culture will yield a greater preference for English and will begin to identify more closely with their new host culture (Alvarez et al., 2012, p. 113). As mentioned, this allows marketers to customize their campaign messaging, as “some distinctive hispanic values like familism and Hispanic identification are quite robust to acculturation effects and processes”; however, the level at which that same Hispanic individual will identify with the American culture is directly related to “greater exposure” (Alvar    ez et al, 2012, p. 113).

Aside from the length of time in the United States, there are additional factors that contribute to Hispanic behavior in the marketplace. As indicated by Geert Hofstede, there are six dimensions that work in conjunction with each other; and these dimensions help identify certain behaviors that can be used in the marketing process. Uncertainty avoidance, or “the level of stress” caused by “an unknown future” can lead Hispanics away because of their fear of the unknown; however, reference groups and grassroots marketing can help circumvent this anxiety (Hofstede, 2011, p. 8). Additionally, power distance can play a role, as a product that highlights “social class differentiation” is likely to establish a high degree of appeal (Korzenny et al., 2017, p. 12). Further, the notion of collectivism influences purchases, as the desire to “continue protecting” their in-group can extend to purchases that will likely support the group’s goal over the individual’s (Hofstede, 2011, p.11). Additionally, Hispanics rank high on the indulgence factor, where there is an inclination to “enjoying life and having fun”—which can also translate into additional sales when marketing a product as a treat (Korzenny et al., 2017, p. 13). Further, factors such as long-term orientation, or “the choice of focus on people’s efforts”, along with the masculine nature of the Hispanic culture, can all combine to help position a product in a favorable light to the Hispanic market.

The reference group for Hispanic consumers will most likely encompass individuals from their same country: people who speak Spanish or their native language, and those who share similar cultural values (Rodriguez-Mori, 2013). Additionally, reference groups can also include others with whom they do not share an immediate background, such as role models or aspirational figures. For example, the Hispanic consumer could look up to their boss in the workplace, who is viewed as being successful, and subsequently decide to adopt his or her style of clothing or purchase a similar vehicle. Reference groups can also come from people they see frequently or associate with on a regular basis, such as individuals in their neighborhood, school, or church (Rodriguez-Mori, 2013).

Hispanics tend to place a strong emphasis on their reference groups because they trust them to help with varying decisions and referrals of products, services, or brands and “if the product or service is good enough for that someone he or she trusts, it should also be good for him or her” (Korzenny and Korzenny, 2012). For example, as the Hispanic culture is generally considered to be of high context, individuals usually require a certain degree of trust before a commitment, which can also manifest itself as a large purchase (Hall, 1989). Additionally, Hispanics have a collectivist nature where “the family and the group are more important than the individual” (Korzenny et al., 2017, p. 30). Their reference group also includes their family and their opinion about products or brands is very important to them—especially “for the purchases of large-ticket items” (Korzenny et al., 2017, p. 30).

The interplay between the immigrant and the receiving society creates a dimension for special circumstances and shared influences between the two. As Korzenny et al. states, “This interplay has no end state, but both sides merge in interesting ways” (2017). The effects of Hispanics on the United States and some of their customs and beliefs have become an integral part of the American society. Some of the Hispanic food customs have already been adopted by the American culture. The restaurant industry has experienced many changes because of the influences from Mexico and Latin America, and in the process has adopted many of the Spanish flavors including, “avocado, papaya, chipotle, mango, plantains…” (Korzenny et al., 2017).

There is also interplay and influence between the two cultures on entertainment. According to Korzenny et al., American music has been influenced heavily by Spanish music and rhythms; furthermore, popular music is considered to be Latinized (2017). Television has also been affected by this interplay and has included Spanish language shows and themes. For example, Jane the Virgin has a grandmother character that only speaks Spanish, and subtitles are provided when she speaks. Additional examples of programming with Spanish content and inspiration include Modern Family and One Day at a Time. Because of this, it is evident that there is a mutual influence between the cultures—and this influence is becoming more pronounced. As the Hispanic youth continues to increase in its prominence, it is quickly becoming a central facet of the United States, inevitably leading non-Hispanics to adopt and enjoy aspects of the culture they find appealing (Korzenny et al., 2017).

In light of the various cultural factors that contribute to the mindset of the Hispanic consumer, it is evident that several attributes play a significant role in understanding certain behaviors and tailoring messages to create effective marketing messages. Elements such as acculturation, enculturation, and reference groups all act in conjunction with one another to allow for the acceptance or rejection of a marketing message. Because of this, marketers must be cognizant of their message and how it could potentially be received by the intended audience.

References
Alvarez, C. M., Dickson, P. R., & Hunter, G. K. (2014). The four faces of the Hispanic
consumer: An acculturation-based segmentation. Journal Of Business Research, 67108-115. doi:10.1016/j.jbusres.2012.11.010

Faber, R. J., O’ Guinn, T. C., & McCarty, J. A. (1987). Ethnicity, acculturation, and the
importance of product attributes. Psychology & Marketing, 4, 121-134.

Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online
Readings in Psychology and Culture, 2(1). doi:10.9707/2307-0919.1014

Korzenny, F., Chapa, S., & Korzenny, B. A. (2017). Hispanic marketing: the power of
the new Latino consumer (3rd ed.). Abingdon, Oxon: Routledge.

Korzenny, F., & Korzenny, B. A. (2012). Hispanic marketing: A cultural perspective.
Boston, MA: Elsevier Butterworth-Heinemann.

Rodriguez-Mori, H. (2013). The Role of Reference Groups in Influencing Hispanic
Consumer Behavior. Retrieved October 10, 2017, from https://hispanicad.com/agency/research/role-reference-groups-influencing-hispanic-consumer-behavior-insight


Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture,
     2(1). doi:10.9707/2307-0919.1014
Korzenny, F., Chapa, S., & Korzenny, B. A. (2017). Hispanic marketing: the power of the new Latino consumer (3rd ed.). Abingdon, Oxon:
     Routledge.

 

 

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