Digging for “Spanish Gold”: How to Connect with Hispanic Consumers

Cynthia Rodriguez Cano

Georgia College and State University

David J. Ortinau

University Of South Florida

Management slant

  • Although non-adaptive advertising campaigns that portray various ethnic models together to connect with multiple ethnic groups simultaneously have been adopted by many companies, the effectiveness of such a strategy has yet to be empirically tested.
  • Strong Hispanic ethnic identifiers form similar evaluations (disconnect) of an advertisement featuring two African-American models as one featuring one Hispanic and one African-American model.
  • Both strong and weak Hispanic ethnic identifiers form the most favorable evaluations of an advertisement featuring only Hispanic models.
  • Strategies that are purposeful in understanding culturally based values and beliefs that drive precise wants and needs are prescribed to successfully connect with ethnic minorities.