OTX (Online Testing eXchange) released results of its teen study revealing new facts about teens’ attitudes toward socialization. This first study is part of a new syndicated offering by OTX and partner eCRUSH. The Teen Topix survey taps into the complex lives of the 13 -17 year old set – what’s important to them, their behaviors, and their outlook on life.
Research
Teens use Cell Phones to stay in touch with family and friends – not to Look ‘Cool’.
OTX (Online Testing eXchange) released new results from its Teen Topix study. The Teen Topix survey taps into the complex lives of the 13 -17 year old set and is done in conjunction with eCRUSH.
The Bedroom Project – How young Americans use, consume and interact with technology and media.
No demographic presents more challenges—and more untapped opportunities—to broadcasters than 17- to 28-year-olds.
The Mysterious Ways of Acculturation.
In 1961, Nelia found herself seeking shelter in a third cousin’s Miami hotel where she ate canned food once a day so that her children could eat three times a day. She found herself dutifully cleaning houses to help feed her family. Within a month of her arrival in the United States, Nelia, along with her husband, two sons, and father-in-law packed up what little they had and moved from Miami to Belle Glade, Florida. It was in this sleepy sugar mill town that Nelia sat next to a window and cried every single day for six months while her suitcase lay next to her unpacked. In an interview that I conducted with Nelia, she relayed to me the story of her struggle in the United States and her initial assumption that she could return to her world of cotillions and leisure within months. The year is 2007 and Nelia is still living in the United States.
Effects of Identity on Hispanic Consumer Behavior.
It seems natural to want to associate with people who are very similar to us. Our social group is usually made up of people in our same age group who tend to come from the same social and economic status as us. Although the inner workings of our personalities may slightly differ, the similarities that do exist are still enough to bond us.
Literature Insights for Hispanic Marketing.
The Florida State University Center for Hispanic Marketing Communication released a paper by Holly McGavock with the collaboration of Dr. Felipe Korzenny. This paper shows how insights from popular Latin American and US Hispanic literature can inspire marketing and advertising. This is an important first effort at systematizing the link between popular culture and marketing to US Hispanics.
More than 1 out of 10 U.S. Hispanics are unfamiliar with American Holidays .
With the holiday season almost upon us, fully 15 per cent of the nation’s 40 million Hispanics — or six million people — likely will not be celebrating, this year.
Beyond Translation.
Valerie Romley, Chief Research Officer of Moving Target Research Group, is set to launch her new book, Beyond Translation, The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer, October 29th.
High and Low Involvement Product Decisions: Hispanics and Reference Groups.
“The key to social influence is identification.” (Korzenny, 63) This holds even truer when considering how to more effectively advertise to certain cultural and ethnic groups, more specifically, Hispanics. As a result, Hispanic Marketing Managers must identify which reference groups are most useful with which specific product types in order to create successful advertising campaigns.
Reference Groups and their Influence in Marketing to Hispanics.
Who one believes himself or herself to be and what reference group the individual feels comfortable using are important factors when making purchasing decisions. As with any group, this concept is important when marketing to U.S. Hispanics.
Marketing and Yearning to Return Home: A Hispanic Paradox.
As we reach adulthood and enjoy the ‘real world’ we sometimes forget the simple lessons in life that were so important in our childhood. One such lesson is along the lines of; before you judge another, put yourself in their shoes. This simple life lesson is often forgotten in the hustle and stress of everyday life. However for a marketer, especially a marketer trying to understand and communicate with the diverse U.S. Hispanic consumer market this lesson can make their work much more successful. By understanding the thinking process behind the consumer’s buying actions, marketers can pinpoint exactly how/when/where to communicate with the consumer.
What Makes Hispanics ‘Hispanic’?
While many Hispanics share similar customs, values, and attitudes, it is difficult to place all Hispanics into one category. Hispanics in the U.S. come from various backgrounds, thus allowing them to relate to Hispanics as well as non-Hispanics.
