I’ve spent most of the year discussing the demographic differences of the U.S. Latino population, outlining the behavioral diversity within this group. But what really constitutes a U.S. Latino? What are the sufficient and necessary conditions for being a U.S. Latino?
A View at Culture
Culture has long been recognized as important in explaining behavior, and differences in national culture have been suggested to be an important explanation of people’s attitudes across countries. Determining the influence of culture on consumer behavior is not easy, given that culture is a complex and broad construct that is difficult to accurately measure.
In an attempt to better understand the changing demographic landscape of the U.S. Latino population, the Association of Hispanic Advertising Agencies, last year, proposed a new marketing model that defined U.S. Latinos based on a set of cultural dimensions that are said to differ from the non-Latino population.
As discussed at…
View original post 1,567 more words
Hispanic Market Research 