Latinas in the U.S.

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.