Social identity salience: Effects on identity-based brand choices of Hispanic consumers
✍ Scribed by Veena Chattaraman; Sharron J. Lennon; Nancy A. Rudd
- Publisher
- John Wiley and Sons
- Year
- 2010
- Tongue
- English
- Weight
- 154 KB
- Volume
- 27
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
The purpose of this study was to examine the combinatorial effects of enduring and momentary mechanisms of cultural identity salience on identity-based apparel brand choices of three Hispanic acculturation segments (Hispanic-dominant, mainstream-dominant, and balanced-bicultural). The hypotheses were empirically tested among Hispanic students at a midwestern university in the U.S. employing a two-session online experiment. Results revealed that the influence of cultural primes (momentary salience of the cultural identity) on subsequent brand choices of Hispanic consumers is moderated by their bidimensional acculturation (enduring salience of the cultural identity). As posited, the current study found that the same cultural primes had differential effects among the three Hispanic acculturation segments, with the largest effect size among the balancedbicultural segment. Specifically, the results indicated that Hispanicdominant and mainstream-dominant consumers were less responsive to cultural cues in the environment and were less likely to demonstrate significant preference shifts in response to cultural primes.