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Using data from 184 employed Hispanic‐American and Anglo‐American participants in the United States, the present study examined the relations between four cultural values (i.e., collectivism, power distance, familism, present time orientation) and job choice preferences. Results revealed that (1) collectivism was positively related to the importance of coworkers and working in a diverse organization, (2) familism was related to preferences for jobs with personal time off, and (3) power distance was related to the importance of organizational reputation and promotion opportunities. In addition, the findings revealed that, relative to Anglo‐Americans, Hispanic Americans felt that organizational reputation, flexible work hours, bonuses, and diversity were more important job choice factors. Implications are offered for conducting future research on job choice and developing recruitment practices in multicultural organizations in the United States.

As Hispanic American women’s businesses continue to grow in the USA, there is a greater need to understand success factors relevant to these women entrepreneurs. In this chapter, I explore the market access and reach of Hispanic American women entrepreneurs. In doing this, I take into consideration issues of (1) collectivist orientation, (2) level of acculturation, and (3) social network size and composition (strong versus weak ties). The various combinations of these issues enable go-to-market strategies that will likely need to be customized to meet the needs of different groups of Hispanic and non-Hispanic consumers.

To provide financial service marketers with information useful in targeting and marketing financial services to Hispanic American consumers.

It profiles the changing demographics of the Hispanic American financial services market and, utilizing data from the Survey of Consumer Finances, tests three hypotheses to compare financial service consumption patterns of Hispanics with those of non‐Hispanic whites.

The paper shows that the Hispanic American segment has grown in size and importance over the last decade, but that Hispanics differ markedly from their non‐Hispanic White counterparts in terms of financial product preferences and investment asset portfolio composition. Further, Hispanic Americans trail their non‐Hispanic White counterparts in terms of breadth and depth of financial holdings, particularly in the area of more risky but historically higher return asset categories.

This study examines the results of financial decisions at one point in time. Future research could involve primary studies to determine whether, financial consumption behavior changes in Hispanics over time, as they become more acculturated, and why Hispanics favor liquid short‐term assets to more risky, but potentially higher returning, longer‐term instruments.

The article provides value to financial service providers by highlighting opportunities in the Hispanic American market and offering suggestions for more effectively marketing to the Hispanic community. Among the suggestions are recognizing and reflecting the importance of emotional positioning in financial services promotion, employing both Spanish and English language communications, and sponsoring Hispanic community‐based programs to build brand awareness and loyalty.

This study aims to analyze the relationships between cultural orientation and normative knowledge, in a direct and moderate way, on the whistleblowing intentions of accountants from Hispanic American countries.

This study used responses from a sample of 410 accountants, preparers and auditors of financial statements from Hispanic American countries. Descriptive statistics, nonparametric tests and structural equations with partial least squares algorithm were applied for data analysis.

The results emphasized the cultural positioning of horizontality, in which an individual perceives themselves as equals to their colleagues, allowing discussions on various aspects of individual behavior. The knowledge variable is proved to be important in explaining the intention to report and can also moderate the influence of cultural variables on intentions.

These findings contribute to the literature by offering a clearer definition the normative knowledge variable, and to organizations, which can explore the research’s evidence to improve their training and qualification programs, thereby generating significant knowledge for their employees.

Whistleblowing is the main tool for identifying organizational frauds, but it is differently perceived in several cultural contexts. The results demonstrated the ethical cultural positioning of these Hispanic American professionals in relation to cultural aspects of other countries. Some studies highlight knowledge as a relevant factor in the organizational environment, but this study innovates by testing and demonstrating its impact on whistleblowing and culture.

The Hispanic American Scholastics look at the price doctrine from a triple point of view: as an economic philosophy, as an instrument for regulating the market, and as an analytic basis[l].

Previous research on global marketing has typically focussed on marketing strategies across national markets. Yet, the cross‐national mobility of individuals has increased heterogeneity within country markets. The purpose of this study is to examine how immigrant consumers perceive advertising appeals in the context of the consumer acculturation process. Specifically, our study focusses on the reactions of Mexican, American, and Mexican‐American consumers to puffery‐laden advertisements.

Using two‐factor theory as our theoretical prism, the study offers salient hypotheses regarding consumer perceptions of puffery‐laden advertising appeals, which are then tested in a cross‐national experiment in the USA and Mexico.

The results show that Mexican consumers are more susceptible to puffery‐laden claims than Americans. In contrast, American consumers are more susceptible to advertising that does not contain puffery‐laden claims than their Mexican counterparts. Interestingly, the findings also reveal that Mexican immigrants are highly susceptible to both, puffery‐laden and no puffery appeals. The mixed results show that recent Mexican immigrants struggle as they transition to the dominant American consumer culture. First and second generations of Mexican‐Americans, however, react to puffery‐laden advertisements just as typical American consumers.

The paper discusses relevant implications not only for the study of puffery and acculturation of immigrant minority groups, but also for companies engaged in global advertising campaigns in countries with diverse immigrant communities.

The paper offers a worthwhile and unique examination of consumer acculturation in an international cross‐cultural setting and puts forward interesting insights regarding the application of international advertising strategies.

Debt is at a peak and consumers purport needing help with financial planning. To better understand the antecedents of financial planning behavior, the purpose of this paper is to examine the importance of cultural values in financial decision making within the context of Hispanic American consumers. A new conceptual model is proposed to integrate affect (cultural value) and cognition (financial knowledge) in financial planning.

To uncover respondents’ views on cultural values, financial knowledge, financial attitude, and financial planning behavior, an online survey hosted on a business school’s website was distributed to members of two Hispanic Chambers of Commerce. The survey consisted of five parts, and took each respondent an average of 15 minutes to complete. The final data set has 158 observations.

Results analyzed using structural equation modeling confirmed the hypotheses that financial knowledge, attitude, and perceived control simultaneously influence Hispanic consumers’ intentions to purchase financial planning products or services. More interestingly, these results confirm that multiple different routes coexist in the decision-making process, especially within the Hispanic financial planning context.

Key contributions of this paper include the conceptualization of cultural value as an antecedent to Hispanic financial behavior; detailing the different routes to financial decision making for US Hispanic consumers; and informing financial service managers on marketing strategies toward Hispanic consumers.

The purpose of this paper is to investigate US consumers' adoption of mobile services from the perspectives of channel extension (mobile vs internet) as well as with considerations of ethnic and gender difference. Specifically, this paper examines the effects of gender and ethnicity in consumers' current usages in different types of mobile services, the relationships between consumers' current internet and mobile service usages, and how current usages of internet and mobile services predict future intentions to use mobile services.

Online survey method was employed to collect the data. A total of 492 responses were obtained from current mobile users.

The mobile services most (e.g. sending and receiving text and picture messages, checking e‐mail) and least used (e.g. gambling, educational services) were similar between both male and female respondents, yet male respondents showed a higher use of mobile services. Among ethnic groups, African Americans were the most engaged users of all mobile services, and European Americans were the least engaged. In certain service categories (e.g. informational services related to business/finance), both gender and ethnicity were shown to have significant effects on consumers' current usages of both the internet and mobile services and intentions to use mobile services.

Gender‐ and ethnic‐specific marketing strategies should be based on the types of mobile services. Special attention should be paid to African Americans that have expressed great interests in using the services that are offered through mobile devices (e.g. informational services related to health and business/finance, payment/billing services, and purchasing products). Understanding current internet use of each mobile service is a key to the success of the potential use of mobile services.

There is a lack of previous research addressing consumer issues relevant to specific types of mobile services. This paper provides a meaningful insight into consumer adoption of various types of mobile services from the perspectives of channel extension (mobile vs internet) as well as ethnic and gender difference.

In this article, we examine the demographic changes in the American population and look at communication and culture to make cross‐cultural communications more effective by resolving the problems that occur when communicating between co‐cultures. Therefore, for comparison purposes, we will look at the three major co‐cultures (African American, Asian American, and Hispanic American) as they relate to communication and what is considered the majority culture, European American, and their respective communication patterns. Finally, the authors present guidelines for training programs.

This study adds a new dimension in the study of racial and gender bias in farm lending. Most previous studies analyzed the separate effects of race and gender attributes on loan approval decisions. The analysis focuses on the stipulation of loan terms (loan amount, interest rate and maturity) among approved farm loan applications. The time period analyzed spans from 2004 until 2014 during which the government has undertaken reforms to improve delivery of loan services to its clientele of minority farmers. Thus, this study's findings could help validate the effectivity of such institutional reforms affecting Farm Service Agency (FSA) lending operations.

This study utilizes a national direct loan origination data from the FSA of the U.S. Department of Agriculture (USDA) collected from 2004 to 2014. The analysis begins by identifying significant differences in cross-tabulations of loan terms among different racial and gender classes. Seemingly unrelated regression (SUR) regression techniques are then applied for a system of equations involving the three loan packaging components. The combined effects of the prescribed loan packaging terms are subsequently analyzed under a simulation-optimization framework.

Regression results validate that indeed, relative to White American borrowers, certain minority borrowers are accommodated with lower loan amounts at higher interest rates and with shorter maturities. However, these decisions seem to be prompted by credit risk management considerations. The most compelling findings include the insignificance of all double minority labeling variables, except for the interest rate equation that even produced favorable results for Hispanic American females. Simulation-optimization results further reinforce that even when one or two unfavorable loan terms are included in the packaging, double minority borrowers end up with better profitability and liquidity positions.

This study provides a different perspective in dealing with the controversial minority bias in lending by presenting evidence gathered from a government farm lending institution. The USDA-FSA has been sued in numerous occasions by minority borrowers. Since then, however, it has deliberately implemented institutional reforms to rectify previous errors. This study provides empirical evidence strengthening FSA's claim of its intention to improve its delivery of loan services, especially for its socially disadvantaged borrowers with double minority classification.

This study pioneers the analysis of the double minority labeling effect on farm lending decisions. Its contributions to literature are further enhanced by its goal to validate the effectiveness of FSA institutional reforms undertaken since the early 2000s in order to improve credit access of and delivery of credit services to minority farm borrowers, especially those that belong to more than one minority classification.