Association of Marketing Theory and Practice Proceedings 2018
 

Document Type

Conference Proceeding

Publication Date

2018

Abstract

Geert Hofstede’s cultural research serves as a guide to understanding how the different dimensions (collectivism/individualism, power distance, uncertainty avoidance, masculinity/femininity, indulgence, and short-/long-term orientation) vary between cultures and ethnicities. However, little research exists to show the relationship that exists between acculturation and these dimensions—specifically, with collectivism. Because Hispanics rank exceptionally high with collectivism, this research aims to explore the relationship between acculturation of Hispanics and collectivism. Suggestions as it pertains to findings as well as future research are included.

About the Authors

Sean Sawicki, Doctoral Student

Sean Sawicki is a doctoral student at the College of Communication and Information at Florida State University. His research interests include Hispanic marketing behavior and health communication. Sean comes from a corporate marketing career, having worked for organizations such as Aetna, Cigna, and Comcast. In his corporate career, he focused on maximizing marketing efforts by working with big data to understand consumer behavior, create market plans, and forecast the impact of new marketing efforts based on trend analyses. With a doctoral degree, Sean hopes to continue contributing to marketing and communication studies.

Sindy Chapa, Ph.D.

Dr. Sindy Chapa is the Director of the Center for Hispanic Marketing Communication at Florida State University (FSU). Dr. Chapa is a co-author of the Hispanic Marketing: The Power of the New Latino Consumer book, third edition. She has also published in recognized academic journals including International Journal of Advertising, Journal of Advertising Research, International Business & Economics Research, Journal of Marketing Communication, Journal of Spanish Language Media, Journal of Consumer Behavior, and Journal of Multidisciplinary Business Review among others. Dr. Chapa’s research concentrates on understanding Hispanic and cross-ethnic consumer behavior in the area of cross-cultural marketing communication and advertising.

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