Social and Behavioral Sciences Commons^™

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …