Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in American Studies
The Role Of Ethnic Compatibility In Attitude Formation: Marketing To America’S Diverse Consumers, Cynthia Rodriguez Cano
The Role Of Ethnic Compatibility In Attitude Formation: Marketing To America’S Diverse Consumers, Cynthia Rodriguez Cano
USF Tampa Graduate Theses and Dissertations
This study investigates the meaning of advertising through the eyes of the Hispanic consumer and how that meaning is apparent in attitudes and purchase intention. Specifically, the study investigates how ethnic minorities judge print advertisement that feature ethnically diverse models as communication cues. For the first time, data of how minorities evaluate the compatibility of models from different ethnic groups featured together in an advertisement was collected. Qualitative data was collected from Hispanics and typologies of cultural pointers for Hispanics and African-Americans developed. Experimental design, 3x2 within-group analysis, was conducted to test the 14 hypothesized relationships. Finding clearly support the …