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.

Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.