Ch3NOTES - The Latino Essence of "Hispanic ADV3410...

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The Latino Essence of “Hispanic ADV3410 Hispanic Marketing Communication Fall 2011 Sept 20/22
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Cultural Identity Derives from Reference Groups Multicultural marketers use cultural identity as a marketing tool. Humans generally identify with groups they belong to, and sometimes with groups they do not belong to. Belongingness Groups o I am a member Reference Groups o I look up to these members Aspirational Groups o I want to be a member Marketers need to understand the reference groups that Hispanic consumers use for their consumer decision making.” ADV3410 - Hispanic Marketing Communication Fall 2011
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Cultural Identity Derives from Reference Groups Hispanics may have affinities with multiple cultural groups and therefore have multiple cultural identities. “Cultural Identity refers to the cultural group that individuals use in specific circumstances for selecting courses of action or evaluating ideas or objects.” (K&K, 82) Understanding the implications of having multiple cultural identities interact may shed light on consumer behavior. Consumer behavior is culturally driven. Different references are used because different emotional links are established between each situation and consumers’ reference groups. The use of non-Hispanic reference groups does not deny the influence of Hispanic cultural values and beliefs. ADV3410 - Hispanic Marketing Communication Fall 2011
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Reference Groups and Their Role in Consumer Social Learning Multiple reference groups can guide consumer behavior. The key to social influence is identification. Identification is the process by which an individual emulates the thinking patterns, feelings, and actions of another individual who is the model. Homophily is the degree to which individuals who engage in communication perceive they share common attitudes, values, aspirations, and beliefs. We tend to seek those with whom we are familiar and with whom we have certain traits in common. It tends to perpetuate a culture over time until the network opens up to other groups. ADV3410 - Hispanic Marketing Communication Fall 2011 Make sure to read on Social Learning Theory
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The Identification of Models in Practice It makes intuitive sense that Hispanics identify more with other Hispanics. For certain decisions, Hispanics may use non-Hispanic
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Ch3NOTES - The Latino Essence of "Hispanic ADV3410...

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