Wednesday, June 2, 2010

Reaching Hispanics: First Segment by Acculturation, Then Speak Their Language

Every time we hear or read "Hispanic market," we also hear the tagline "acculturation level." So what is acculturation, and why is it important to take it into consideration?


By definition, acculturation is the adoption of the behavior patterns of the surrounding culture. To simplify, acculturation is the time between arrival to a new culture and assimilation into that culture.


The acculturation process takes an estimated 10-15 years and varies from person to person. Hispanics have longer acculturation periods because they keep their values, celebrate their heritage, and pass those values and that heritage from generation to generation.


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1 comment:

Antonieta Reyes said...

I wonder how this concept of acculturation would be operationalized and measured and how it would be used to communicate better with the Hispanic market.

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