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.
GENERATION Ñ (EN-YE)
- 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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