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Latinas in the U.S.. Edition No. 1
VDM Publishing House, April 2009, Pages: 252
Marketers in the U.S. are paying more and more
attention to Hispanic women because of their
increasing purchasing power. This book explores how
Hispanic women communicate their identities through
clothing, and how navigating between two cultures
affects their consumer behavior. Drawing on an
in-depth survey of ten Hispanic women, M.-G.
Inglessis offers a unique perspective on how clothes
embody their enduring cultural values. Those
values—regardless of acculturation level—strongly
influence the way in which Hispanic women communicate
their gender,
age, ethnicity, and social class. The book also
explains the interconnection between the adoption of
new clothing and sensorial experience, fit, and
interpersonal influence. Identifying major drivers
that influence Hispanic women’s buying decisions, the
author offers both theoretical insight and practical
recommendations to marketers. The study presents a
cross-disciplinary approach—from social psychology to
symbolic interactionism, diffusion of innovations,
and acculturation. Scholars, students, and
professionals in marketing, communication, retail,
and merchandising will find this book useful and
stimulating.
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