Acculturation levels and brand perceptions of Hispanic female consumers

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The research in the following thesis reveals a correlation between acculturation and brand perceptions of Hispanic female consumers. This study was conducted utilizing cultural identity theory as a framework. To build upon and fill gaps of existing research, this study segmented participants by acculturation level and analyzed cultural phenomena through a qualitative lens to gain an understanding of Hispanic consumers with varying identities and their experiences. The scope of research was narrowed to female Hispanic participants with the examination of Quick Service Restaurant television advertisements. The research sought to answer the questions: 1) how do female Hispanic consumers with different levels of acculturation describe their perceptions of Quick Service Restaurant brands and their advertisements; and 2) how do female Hispanic consumers of varying acculturation levels perceive Hispanic cultural values? It was hypothesized that the participant perceptions would change linearly across acculturation level from Hispanic Dominant to Mainstream dominant. The results demonstrated that this is not the case for all perceptions. This study not only informs existing research on advertising perceptions and acculturation levels but also benefits advertisers as they seek to effectively reach the growing Hispanic population. Keywords: Acculturation, Hispanic, Latina, Brand Perceptions, Hispanic-Targeting, Television Advertisements, Cultural Values, Quick Service Restaurants.