Digging for “Spanish Gold”: How to Connect with Hispanic Consumers
Georgia College and State University
University Of South Florida
- 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.