Bicultural Advertising and Hispanic Acculturation

Wan Hsiu Sunny Tsai, Cong Li

Research output: Contribution to journalArticlepeer-review

18 Scopus citations


This study examined the moderating effects of acculturation modes (assimilated, integrated, and separated) on Hispanic consumers' responses to three advertising targeting strategies (Caucasian targeted, bicultural, and Hispanic targeted). The hypotheses were empirically tested in a 3 × 3 factorial experiment with 155 self-identified Hispanic adult consumers, where their acculturation modes were measured and the advertising stimuli they viewed were manipulated. Based on the ANCOVA (analysis of covariance) test results, it was found that Hispanic consumers' attitudes toward different targeted ads and their purchase intentions for the products promoted in the ads were significantly influenced by their acculturation modes. The study results also highlighted integrated Hispanic consumers' dual identification with both mainstream society and their Hispanic heritage, and their preference for bicultural and bilingual ads.

Original languageEnglish (US)
Pages (from-to)305-322
Number of pages18
JournalHispanic journal of behavioral sciences
Issue number2
StatePublished - May 2012


  • acculturation
  • advertising
  • bicultural
  • hybrid identity

ASJC Scopus subject areas

  • Social Psychology
  • Anthropology
  • Cultural Studies
  • Linguistics and Language


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