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Abstract
This article examines the effects of the subcultural component and the degree of acculturation on consumer choice behavior. The choice behavior of Hispanics and non-Hispanics (Anglos') are compared for high and low involvement products using the Single-Beta-Main Effect (SBM) hybrid conjoint model. The findings of the study suggest that the utilities of different product attributes for low acculturated Hispanics are different from those of high acculturated Hispanics and non-Hispanics.
Introduction
As the United States becomes a more multicultural market, cultural and ethnic factors create significant challenges and opportunities for marketers. It has been projected that the Hispanic subpopulation in the U.S. will grow in the future at a rate of six times that of any other ethnic group (Donthu and Cherian, 1992). Because of its size and tremendous growth opportunities, many scholars believe that research on Hispanic marketplace behavior is very important (Valencia, 1989; Hoyer and Deshpande, 1982; Deshpande, Hoyer and Donthu, 1986). However, research on Hispanics has generally been slow to develop in the U.S., and Hispanic consumer research has shown great disparity in the types of research and recommendations that are reported. One exception to the general dearth of cross-cultural marketing research on Hispanics is Valencia (1982; 1983; 1985; 1989). Valencia has focused on whether Hispanics differ from non-Hispanics ("Anglos") in important cultural values, beyond such manifestations as language, music, food, and folklore. He has also attempted to broaden cross-cultural research in the U.S. by investigating possible value differences among major Hispanic national subgroups living in the U.S. (New York Puerto Ricans, California and Texas Mexicans, Florida Cubans).
Several authors exhort that Hispanics do differ from non-Hispanics in attitude and behavior (Faber, O'Guinn and Meyer, 1987; Valencia, 1989; Soruco, 1985; Webster, 1991; Wilkes and Valencia, 1989; Donthu and Cherian, 1992). Some researchers, however, state that Hispanics may not be very different from Anglos in behavior (Minor, 1992; Palmeri, 1991; Saegert, Hoover and Hilger, 1985). A review of the literature indicated that although many researchers agreed that research on the Hispanic marketplace behavior was an important issue due to its size (Bellenger and Valencia, 1982; Hoyer and Deshpande, 1982), distinctiveness, and significant growth in income and purchasing power, there were some important research issues that remained unresolved. For instance, the degree to...