Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Sales Promotion/ Retailing

Publication Date

2010

Abstract

This paper is an exploration of how Hispanic women communicate their identity through clothing and how cultural values affect how they shop for clothes. Based on in-depth interviews with Hispanic women in Florida, this study demonstrates that Latinas retain overtime a set of values characteristic of the traditional Hispanic culture. This study also reveals that Hispanic women are high self-monitors and enjoy the experience of discovery when they shop. Specific implications for marketers are offered.

About the Authors

Maria Inglessis is a consumer insights specialist and a Fulbright scholar at New American Dimensions. She obtained her Doctoral Degree from Florida State University. She specializes in Hispanic marketing and has worked with organizations such as General Mills and Kodak as well as with some of the major Hispanic advertising agencies in the US. Prior to earning her PhD in Communication, she obtained a Master’s in Semiotics at the University of Los Andes, Venezuela.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons

Share

COinS