ACULTURATION PROCESS (according to Dr. Juan Carlos Molleda’s studies.)


  • Have spent less than a ¼ of their life in the U.S
  • Most attitudes and behaviors stem from country-of origin
  • Low level of assimilation
  • Consume products similar to those at home
  • Spanish dominant. Spanish dependent.


  • Spent ¼ to ½ of life in the U.S.
  • Unique mix of experiences – most of youth in country-of-origin and adult life in U.S.
  • Clearly advancing on assimilation with regard to media preferences and consumer behavior.


  • Spent majority of life in U.S.
  • Exhibit characteristics of first-borns.
  • More comfortable using U.S. products and with English language.
  • Function as bilingual and bicultural.
  • Maintain cultural values/attitudes linked to country-of-origin as opposed to U.S. born.


  • U.S. born with one foreign-born parent.
  • Spent entire lives exposed to U.S. media, attitudes and behaviors.
  • Heavily influenced by parent’s character.
  • Function in both worlds.
  • Lean more to English usage.


  • At least second generation, both parents are U.S. born
  • Vast majority of Hispanics are in this stage.
  • Almost totally assimilated and English dominated, not entirely English dependent.
  • Majority maintain strong cultural identification and value cultural maintenance.


  • Under 35 year-of-age Latinos who are first and second generation born in the U.S.
  • They are not only mainstreaming themselves and their bicultural, bilingual lifestyles, but they are also “Hispanicizing” American mainstream culture (cross-over music celebrities.)
  • Sixty-eight percent are Spanish-Dominant or bilingual
  • Consume Spanish and English broadcast media at nearly equal rates, but Spanish-language television and radio outpace English.
  • Heavy readers of magazines with lifestyle, entertainment, automotive and sport focus.
  • Like to have the latest electronic equipment.
  • They are concerned with looking young, but do not exercise regularly or eat a balanced diet.
  • Shop on the Internet more than ever.
  • Consider themselves to be liberal.
  • Young Hispanics are more likely to be impulsive and buy on the spur of the moment.
  • More likely to believe that ads give true picture.
  • Experimenters – change brands often.

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