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The United States has experienced a dramatic increase in the Hispanic population. This study is designed to discover the extent to which Hispanics have acculturated into American socieity. The results indicate that there is a significant difference between Euro‐Americans and Hispanic Americans in terms of ethnic identity. It seems that Hispanics have not fully acculturated into American culture. Implications for management are suggested regarding relevant organizational issues that are unique to Hispanics in the workforce.

For centuries, the Hispanic population has been proving itself as an emerging majority in the United States. The United States census shows that the Hispanic population more than doubled from 1970 to 1980 and from 1980 to 1990. However, despite these data, libraries have not adapted their library services to meet the needs of this population, despite their knowledge that Hispanics do not feel welcome in libraries. Authors from 1970 to 2001 have highlighted the long-standing problem of Hispanic under-utilization of libraries and have provided recommendations for the library community regarding adapting their services in a culturally sensitive manner. Despite these publications, there is still literature in 2001 reporting that Hispanics do not feel welcome in libraries. The purpose of this study is to examine the current status of three facets of librarianship: (1) outreach efforts to Hispanics; (2) specialized training for Hispanics in bibliographic and information literacy; and (3) current attitudes of Hispanics toward public libraries.

The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores.

Using a sample of Hispanic consumers in the USA and consumers from the former Soviet Union in Israel, this study tests a model in which two acculturation continua, original culture maintenance and host culture adaptation, serve as antecedents for immigrants’ consumer loyalty.

Acculturation determines the extent of immigrants’ consumer loyalty. Both acculturation continua are associated with distinct loyalty patterns that are similar across the two immigrant groups.

Despite sampling limitations, the paper demonstrates that immigrants’ acculturation orientation influences their loyalty to ethnic and mainstream brands and stores. Shared by ethnic consumers in two culturally diverse markets, this relationship transcends geographic boundaries.

The results provide insights for marketers with respect to the development of segmentation and positioning strategies and tactical implementations that address the preferences of ethnic consumers.

This paper highlights the importance of understanding the unique needs of ethnic consumers and addressing them. Successful integration of immigrant consumers into the marketplace can also help in their integration into the host society at large.

Findings shed light on the commonalities and differences among immigrant groups in different national settings. The paper highlights the role of cultural transition as a key experience that affects immigrants regardless of specific environmental or situational circumstances.

Aims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint.

A telephone survey was conducted to determine the extent to which husbands influenced the purchase of household paint. Hispanic and Anglo responses were compared. Additional data were collected to determine the level of acculturation of the consumer.

The findings indicate no difference between Hispanic and Anglo patterns. There was also no difference between Hispanics high in acculturation (HHIA) and Hispanics low in acculturation (HLIA) in male dominance of purchase decisions.

One of the limitations of the study deals with the newest immigrants. Those Hispanics who have recently immigrated may not have an established address or telephone number, so this group may not be adequately represented.

In determining influence for paint‐related products, gender may be a better segmentation factor than level of acculturation.

The results of this study are contrary to prior research. Perhaps, as suggested by Belch and Willis, men are losing their influence in purchase decisions owing to the internal changes that have occurred over time in US families. A strong contribution that this study makes to the current consumer acculturation research is that one should not make general statements about Hispanics and the acculturation process.

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.

The fact that young Hispanic consumers spend even more than others in their age category suggests the strategic importance of a deeper understanding of these consumers. To what extent do they resemble their U.S. non-Hispanic counterparts as opposed to those in Mexico? Has the acculturation process affected their cultural values? What role might watching television have played in that process? In the present study, we investigate these key questions across three segments – U.S. non-Hispanic, U.S. Hispanic, and Mexican college students. Hispanic students fall between the non-Hispanic and Mexican respondents in terms of self-reported levels of religiosity and materialism; they more closely mirror their Mexican peers in higher levels of life satisfaction. There are no significant differences between the groups in terms of quantity of television viewing. Overall, Hispanics seem to be slowly adopting American values, while the acculturation process does not seem to be affecting satisfaction with their lives.

Purpose ‐ The purpose of this article is to highlight and describe information resources on Hispanic marketing for practitioners and scholars in the field – as well as librarians collecting resources in the Communication and Business subject areas. Design/methodology/approach ‐ This article provides an overview of Hispanic marketing resources that were published within the last ten years. A few key sources on Hispanic culture and Hispanic statistics are included for a holistic picture of the Hispanic impact in the US consumer market. Findings ‐ The paper reveals that marketers and advertisers are keeping a close eye on the Hispanic consumer market as the Hispanic population in the US continues to increase. Yet, there are few scholarly sources examining and discussing Hispanic marketing communication. Originality/value ‐ With only a handful of information sources on Hispanic marketing communication, it is eminent to get scholarly research that teaches our future generations of marketers to conduct leading research and serve as an innovative resource for the Hispanic marketing industry.

The purpose of this paper is to develop and begin to validate a scale to assess the shopping environment preferences of Hispanic consumers in the USA.

The sample consists of 160 Hispanic consumers attending a Hispanic festival in the southeast USA. A questionnaire contained items to measure shopping environment preferences and scales to measure materialism, hedonic shopping motivations, and perceived discrimination.

The findings suggest a second-order model where three factors (familiarity, price, and experience) load onto a single second-order construct of shopping environment preferences. The result is a scale consisting of three factors permitting the exploration of the retail environmental preferences of Hispanic consumers in the USA.

The study develops a scale that can be applied by US retailers to gain additional knowledge of their Hispanic consumers, thus enabling strategies to be developed that potentially enhance their engagement in retail environments.

Given the size of this segment and its increasing impact on the retail market, surprisingly, Hispanic consumers in the USA have received relatively little research attention.

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.

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.