How Cultural Identity Relates to Hispanic Marketing .

Cultural identity is the way in which people describe themselves based on behavioral characteristics of their culture. More specifically, it is “the cultural group that individuals use in specific circumstances for selecting courses of action or evaluating ideas or objects.” Cultural identity allows individuals a way to define themselves, which can prove to be extremely useful to marketers.

For example, “Memo” a 33-year-old Mexican immigrant describes himself as Mexican- American because he feels a connection to his American counterparts. He says he has adapted certain elements of the American culture which would classify him as an American, at least in certain aspects of the market. He goes on to explain that he likes to see some non-Hispanics, namely Americans, in advertisements because “I am in America, no?”

“Liz,” a 50-something Columbian, agrees. She feels that having non-Hispanics in the ads she sees in print and on television allow her to expands her knowledge of a different culture and broader her perspective of the environment around her. In contrast, “Liz’s” cultural identification remains strong to her native country of Colombia. She feels that Americans are so complex in their cultural make-up that she does not fully comprehend what it means to be American.

So how can companies translate multi-cultural identification into success in advertising? First and fore most, marketers and their clients need to understand cultural identity is dependent on particular situations. Hispanics might identify themselves with a particular group (i.e. Latino or Hispanics) when asked by a non-Hispanic stranger, but respond completely different when asked by a fellow countryman. Fear of discrimination or a desire to belong often play an important role in why Hispanics self identity is different in certain situations.

These categories that Hispanics place themselves in are in turn used to aid in the purchase decision process. Both interviewees stated fellow Hispanics as the number one source of guidance when making purchasing decisions. In addition, they both felt that it was very important to see Hispanics in advertising in order for them to relate better to the product.

Secondly, marketers should pay close attention to the desires shared by “Liz” and other Hispanics to be treated as any other consumer. Gerry Rojas, director of Hispanic marketing with the Urban Concepts division of US Concepts, explains that marketers need to “search your hearts and find out why you want to market” to Hispanics. The Hispanic market can be lucrative and loyal, but should be approached with sincerity and attention to detail, as any other market segment would.

Finally, it is important to understand how people may learn to be consumers. Albert Bandura’s Social Learning Theory states that people develop behaviors (i.e. consumer behaviors) through observing others around them. That is to say that Hispanics might pick up purchase behaviors from their American peers and in also look to them for advice when making certain product decisions, if they can identify with these behavioral models.
“Liz” explained she is in American and wants to experience life as it is for Americans. She and “Memo” both stated that they listen to advice from non-Hispanic coworkers and friends at times. “Memo” explains while he is currently in the market for a new car he asks his non-Hispanic friends at work and girlfriend for advice on where to shop and which brands to look for.

While Hispanics do retain several parts of their Latino traditions in the Untied States, they do have exposure to American culture both here and in their country of origin. Media has the power to transcend borders to deliver international perspectives. Hispanics can find an additional group they can identify with through television programming and movies. “Memo” explained that prior to his immigration he developed a positive view of Americans from the imported movies he watched in Mexico. He could identify with the “American dream” of working hard to establish a good life for one’s family, thus developed an identity connection with that particular non-Hispanic group.

The way in which Hispanics classify themselves varies in certain situations and at different times. They might look to family or Hispanic friends when looking for the best place to shop for groceries and other household items. However they might find their non-Hispanic peers to be more helpful when buying a car or computer. It is important for marketers to explore the different ways Hispanics relate to others in certain purchasing situations in order to better market to this complex market segment.

By Michelle Orrick
Florida State University

Korzenny, Felipe and Betty Ann Korzenny. Hispanic Marketing: A Cultural Perspective. Boston, Massachusetts: Elsevier Inc. 2005.
Edelhauser, Kristin. “The A, B, Sí’s of Hispanic Marketing.” Entrepreneur Connect. March 5, 2007. September 19, 2008. http://www.entrepreneur.com/article/printthis/175322.html.
Bandura, Albert. Social learning theory. Englewood Cliffs, NJ: Prentice Hall, 1977.
Korzenny, Felipe and Betty Ann Korzenny. Hispanic Marketing: A Cultural Perspective. Boston, Massachusetts: Elsevier Inc. 2005.