Article1985

Characteristics of Mexican American Consumers

Joel Saegert · Robert J. Hoover · Marye Tharp Hilger

157 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Behavior and Market Dynamics

Abstract

Three consumer variables suggested by the literature to be characteristic of United States Hispanics were investigated in four surveys of South Texas Mexican Americans. Evidence that Mexican Americans are more brand loyal than non-Hispanics was weak, at best. Support was found for the hypothesis that Mexican Americans prefer familiar stores and are more price conscious.

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1981American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior

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2002Identity salience and the influence of differential activation of the social self-schema on advertising response.2011Consumer acculturation theory: (crossing) conceptual boundaries 2000The multicultural context of brand loyalty 1996Comparison of Mexican‐American and Anglo‐American Attitudes Toward Money 2002Franchising in global markets: towards a conceptual framework 1990Perceived risk: A cross-cultural phenomenon?2008Factors affecting Mexican college students' purchase intention toward a US apparel brand 2013Social persuasion: targeting social identities through social influencers

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