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Direct linkTsai, Wan-Hsiu Sunny; Li, Cong – Hispanic Journal of Behavioral Sciences, 2012
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 x 3 factorial experiment with 155 self-identified Hispanic adult…
Descriptors: Advertising, Test Results, Acculturation, Adolescents
