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Navigating a hybrid cultural identity: Hispanic teenagers' fashion consumption

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Article  in  Journal of Consumer Marketing · September 2007

DOI: 10.1108/07363760710822936

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 Navigating a hybrid cultural identity: Hispanic
teenagers’ fashion consumption influences
Michael Chattalas
Department of Marketing, Schools of Business, Fordham University, Bronx, New York, USA, and
Holly Harper
Nielsen BuzzMetrics Research, New York, New York, USA

Abstract
Purpose – The purpose of this paper is to report research which explores the effects of a hybrid cultural identity on the fashion clothing behavior of
Hispanic – particularly, later aged – teenage girls. The study examines differences in need for uniqueness and family referent influence among Hispanic
and non-Hispanic teenagers. In addition, the relevant impact of acculturation processes is examined.
Design/methodology/approach – A survey of 76 Hispanic and 52 non-Hispanic later aged teenagers was administered in March 2006 to a sample of
girls at a Catholic (all girls) high school in a large, ethnically diverse US metropolitan area (New York) with a high Hispanic population.
Findings – The empirical results show a significantly higher need for uniqueness for Hispanic teenagers. Furthermore, Hispanic teenagers exhibited a
lower family influence than non-Hispanics. Finally, high-acculturated Hispanics exhibited a relatively lower family referent influence than low-
acculturated Hispanics.
Research limitations/implications – Future cross-cultural studies should examine the robustness of this finding among various other Hispanic and
ethnic (i.e. Chinese-American) markets in the USA and other nations.
Practical implications – The advanced model and empirical findings hold important managerial implications for marketers that target teenagers. The
higher need for uniqueness observed for Hispanic teenage girls could lead to successful advertising appeals to non-conformity and independence from
both family and non-Hispanic peers.
Originality/value – The higher need for uniqueness exhibited by the Hispanic teenagers is a novel and counter-intuitive finding that holds important
theoretical and practical implications.

Keywords Hispanics, Youth, Family, Acculturation, Fashion industry, Cross-cultural studies

Paper type Research paper

An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
Over recent years, marketers have become increasingly
interested in the Hispanic population within the USA. This
is particularly due to its rapid growth and increased
disposable incomes and consumer spending. The attention
of practitioners and researchers has been drawn to the
segment’s distinct consumer behavior patterns; including the
impact of such differentiating characteristics as, the largely
Latin-American culture of origin and immigration, the
preferential use of the Spanish language at home, and
reference groups such as family, on consumption.
A consumer’s level of acculturation may affect the relevancy
of a Hispanic cultural background on behavior. Accordingly,
these behaviors may also be influenced by the Hispanic
population’s exposure and response to mainstream – US (i.e.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0736-3761.htm
Journal of Consumer Marketing
24/6 (2007) 351– 357
q Emerald Group Publishing Limited [ISSN 0736-3761]
[DOI 10.1108/07363760710822936]
English-speaking or “Anglo-American”) culture, as they
navigate a “hybrid” national identity. Consequently, this
paper proposes that individual characteristics such as a
consumer’s need for uniqueness may be differentially
manifested between Hispanic and non-Hispanic teenagers in
the USA.
Teenagers are an especially dynamic component of the
Hispanic segment, with 36 percent of US Hispanics being less
than 18 years of age. Hispanics, with a median age of 26.7
years, have a notably younger age structure as compared to
Caucasian-Americans with a median age of 39.6. Given
recent US immigration trends, Hispanic young consumers are
projected to be the largest contributing group of the US
population and consumer spending growth in the next 20
years (www.ahorre.com, 2006).
This research compares Hispanic with non-Hispanic
teenage girls in terms of their relative utilization of family as
a primary reference group influence when consuming fashion
clothing products, a socially-conspicuous product category
that is particularly central to the creation and communication
of identity. In a survey of high-school students (senior class,
The authors acknowledge the input received by Drs Steven D’Agustino,
Janet DiLorenzo, Marcia Flicker and Patricia Ramsey on a preliminary
version of this paper. The work in this paper was partially supported by
the College of Business Administration’s Honors Program at Fordham
University. Special thanks to costume designer Patricia Field for her
insight and inspiration.

351
 Navigating a hybrid cultural identity
Michael Chattalas and Holly Harper
girls) in a large and diverse US metropolitan area, the study
also explores the role of two relevant consumer characteristics
– a teenage consumer’s need for uniqueness and acculturation
level – on behavior in the context of a value-expressive,
publicly consumed product category such as fashion clothing.
The study of the potential impact of ethnic identity in the
USA is essential because of the various cultural backgrounds
that interact to shape the behaviors of American consumers.
Culture, a learned and dynamic construct, has been defined
as “the collective programming of the mind that distinguishes
the members of one group or category of people from
another” (Hofstede, 1980) or more simply as, “what meaning
is given to things, actions and behaviors” (Trompenaars and
Woolliams, 2004). Domestically and around the world, the
USA is often perceived as a “melting pot,” representing an
array of nationalities, ethnicities and sub-cultures. The
interplay of acculturation processes with an individual’s
need for uniqueness could be central to the evolution and
implications of this “cultural melting” phenomenon.
Demographic information illustrates the need for further
cross-cultural consumer research within the US market,
especially among young consumers. The 2006 US Census
reports that the African-American, Asian-American and
Hispanic populations are growing six times faster than the
general population. Of these “minority” groups, the Hispanic
population is the largest (currently representing 40.5 million
consumers or 13.8 percent of the US population) and fastest
growing (the US Hispanic market grew by 85 percent
between 1990 and 2003), accounting for the steady arrival of
millions of first-generation Hispanic immigrants.
Additionally, the US Hispanic market purchasing power is
growing at triple the rate of the overall USA (www.ahorre.
com, 2006).
Clearly this dynamic segment merits further consumer
research examination.
Conceptual development and hypotheses
formulation
Need for uniqueness
Consumers’ need for uniqueness is defined as “an individual’s
pursuit of differentness relative to others that is achieved
through the acquisition, utilization, and disposition of
consumer goods for the purpose of developing and
enhancing one’s personal and social identity” (Tian et al.,
2001). This personal characteristic refers to the fundamental
need to consume different products or brands than others in
order to produce and communicate a preferred image (Tian
et al., 2001).
As Tian and McKenzie (2001) demonstrate, the need for
uniqueness construct projects individual differences in
counter-conformity motivation that fuels the quest of
distinctiveness relative to others. According to Tian et al.
(2001), a consumer’s need for uniqueness can, among other
means, manifest itself in the form of “unpopular choice
counter-conformity.” This dimension describes those who
assert their independence by diverging from norms while
resisting social disapproval of these choices. Furthermore, a
consumer’s avoidance of similarity can lead to the
discontinued use of a certain product or brand because it
has become too ordinary (Tian et al., 2001). According to
uniqueness theory (Snyder, 1992), consumers are motivated
to maintain a logic of differentiation on essential self-related
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Journal of Consumer Marketing
Volume 24 · Number 6 · 2007 · 351 –357
dimensions relative to others, that is particularly high in
situations that promote an extreme sense of high similarity to
peers, such as that of a high-school environment. Later aged
teens in particular, are more likely to see themselves as unique
(Taylor and Cosenza, 2002). Consequently, the long-term
effect of the need for uniqueness construct on behavior
construct is posited to be especially potent in the case of later
aged teenage consumers.
This research proposes that in the consumption of identity
and value-expressive products such as fashion clothing,
Hispanic teenagers exhibit a higher need for uniqueness
than their non-Hispanic peers in an attempt to navigate a
hybrid cultural identity. As Belk (1988) and others have
demonstrated, consumers utilize products to build and
communicate favored identities. Further, consuming
“majority” or “mainstream” products does not aid in the
projection of any identity, other than one of conformism
(McCracken, 1988, Berger and Heath, 2006).
This study posits that Hispanic teenagers develop a
heightened need for uniqueness as they are figuratively
caught in the middle of a continuum between the collectivistic
and authoritarian values of their less acculturated parents and
their highly assimilated “Anglo” peers. In their effort to create
and express a desired image of separate identity and
differentiation, Hispanic teenagers feel a hyperbolic sense of
digression from both their parents who symbolize the
reactionary “homeland” culture as well as their peers who
represent the more mainstream “Anglo” or “American”
culture. For this reason, it is counter intuitively hypothesized
that Hispanic teenagers – despite the relatively collectivistic
orientation of Latino cultures – exhibit a higher need for
uniqueness than their non-Hispanic peers:
H1. Hispanic teenagers exhibit a higher need for
uniqueness than non-Hispanic teenagers.
Cultural orientation
Culture plays a significant role in determining consumer
behavior, being an integral component of one’s personal
context. The concept of individualism refers to the
relationship between the individual and the collective and is
linked with societal norms. Hofstede’s (1980) pioneering
research indicates that the USA (i.e. “Anglo”) culture as a
whole is a highly individualist society, with its citizens in
general placing more importance on individual success over
the success or benefit of a group. Other characteristics of an
individualist society include a relative emphasis on personal
freedom and weaker ties with other consumers. Contrarily,
Latin American countries rank low on individualism and are
classified as collectivist societies where members’ behavior is
based on the benefits, and commitment to the group, i.e.
family, extended family and relationships, over self-interest
(Hofstede, 1980). For members of collectivist societies, the
self is difficult to separate from others in a social context, and
members’ behaviors are expected to be affected by what other
consumers.
Latin American countries also rank significantly higher than
the USA on the uncertainty avoidance and power distance
dimensions. People are conscious of an uncertain future and
have developed different strategies for coping with it
(Hofstede, 1980). The findings indicate that that Latin
Americans tend not to be risk-takers and prefer to avoid the
unexpected more than Americans do. The concept of power
distance measures the interpersonal power or influence one
 Navigating a hybrid cultural identity
Michael Chattalas and Holly Harper
has over their subordinate from the point of view of the latter
(Hofstede, 1980). Latin American societies display a greater
inequality between people with power and their subordinates.
Sources of authority such as the family are well-respected in
decision-making, holding considerable referent power.
These differences in cultural orientation between the USA
and Latin American countries can be expected to affect
consumer behavior, especially of socially-conspicuous
products such as fashion clothing. It may therefore seem
intuitive that for members of the Hispanic-American
subculture within the USA, the three examined dimensions
could possibly enhance the utilization of reference groups
such as family and peers on consumption because of the
collectivistic and conformist characteristics of Latin-American
cultures.
Sub-cultural influences
Sub-cultural influences within the USA are especially
important when trying to understand consumers residing in
the USA because the country consists of many subcultures,
each with their own distinguishing characteristics and
behaviors. An ethnic sub-cultural group can be defined as
“a social sub-group of a larger society where members share a
common ancestry, cultural traditions, history, sense of
identity and possibly have their own language, religion and
customs” (Trompenaars and Woolliams, 2004). In the USA
in particular, all government agencies are directed to classify
Hispanic/Latino as an ethnic group because of their Spanish
origin and culture, particularly their shared religion (Roman
Catholic) and common language (Foner and Fredrickson,
2004).
Describing ethnicity on the basis of historical and cultural
background is an objective approach and does not necessarily
reflect the internal beliefs of Hispanic consumers. From a
subjective perspective, the concept of ethnic self-identification
more holistically describes the perceptions, beliefs and
feelings of one’s cultural reality (Ogden et al., 2004).
Phinney (2003) describes ethnic identity as a “dynamic,
multidimensional construct that refers to one’s identity or
sense of self as a member of an ethnic group,” that is
determined by one’s valence (or positive feelings) and
strength of association to the ethnic group (Ogden et al.,
2004).
Acculturation
In addition to age and development, ethnic identity also
evolves from exposure to “new” cultures. Acculturation refers
to “the process an individual or group undergoes in order to
modify itself to a new, dominant culture, ranging from
rejection to full assimilation” (Phinney, 2003). Regular
contact and exposure to a culture different to that of the
parents often results in the alteration of the group or
individual, while preserving elements of its relatively distinct
identity.
Changes in consumer attitudes and behaviors that occur
over time or from generation to generation as a result of
exposure to a new culture can be thought of as changes
related to acculturation (Palumbo and Teich, 2004). Bi-
dimensional models measure both the preservation of the
culture of origin as well as the increasing observance of the
dominant culture, capturing a more complete picture of the
acculturation process (Cabassa, 2003). The relative use of the
Spanish language, the most distinctive characteristic of the
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Journal of Consumer Marketing
Volume 24 · Number 6 · 2007 · 351 –357
Hispanic culture, is a central measure of Hispanics’
acculturation (Zane and Mak, 2003). Importantly, a large
majority of Hispanics strive to preserve the influence of
Hispanic culture in their lives, while at the same time
attempting to adopt mainstream US cultural attitudes
(Romero, 2004). Further, an adolescent’s higher
identification with mainstream US values predicted success
in relationships with non-Latino peers as well as within the
family, as recently immigrated families were found to support
the “fitting in” of their children (Palumbo and Teich, 2004).
Stemming from the acculturation construct, consumer
acculturation refers to the socialization process specific to the
consumption process (Ogden et al., 2004). In this research, it
is expected that the consumer acculturation process will shift
Hispanic teenagers’ consumer behavior away from the
traditional norms of their parents’ culture.
Reference groups
Reference groups serve as sources of consumer information,
values and norms. One’s family is identified as a primary
reference group because of the role the family unit –
particularly parents – plays in consumer socialization. On the
other hand, adolescents tend to rely on peer sources for
information for products of high socio-economic risk
(Moschis and Moore, 1979). Fashion clothing is a
particularly bold value-expressive product category as
teenagers employ this consumption process to signal their
identity, values and sense of self to their peers (Bristow and
Asquith, 1999). In addition, fashion clothing satisfies both
conditions (exclusivity and visibility) of social
conspicuousness necessary in order for reference groups
such as peers, to potentially exert a more compelling
influence.
Hispanics consider the family as the most important and
central social group, more so than the general population of
the USA (Kanellos, 1993). This strong family orientation or
familismo influences how Hispanics interact and relate to their
environment (Singh et al., 2003). Hispanics have been
classified as being more reliant on their family for consumer
information than Anglos (Moschis, 1987). Furthermore, in a
study of acculturation effects, high-Hispanic (i.e. higher use
of Spanish language at home) identifiers reported more
influence of family members than low-Hispanic identifiers
(Webster, 1992).
Reference groups are subject to change with age and
development, especially during the transition from
adolescence to adulthood (Moschis and Moore, 1979), and
the choice of reference groups could be a result of heightened
interaction with peers and less dependence on parental figures
(Singh et al., 2003).
In this research, it is posited that with age, Hispanic
teenagers may gradually reject the utilitarian, conformist and
conservative paradigm of their parents as they become
increasingly acculturated and further socialized by their
peers. This phenomenon is expected to be particularly
influential in adolescents’ increasingly hedonic shopping
behavior, especially as it pertains to value-expressive,
socially-conspicuous products such as fashion clothing
(Piacentini and Mailer, 2004). It follows that the degree to
which a teenager uses family as referents when purchasing
clothing is affected by one’s need for uniqueness level. For
this reason, it is proposed that Hispanic teenagers exhibit a
lower family referent influence on their fashion clothing
 Navigating a hybrid cultural identity
Michael Chattalas and Holly Harper
consumption than their non-Hispanic peers, moderated by
their level of acculturation. It is thus hypothesized that:
H2. Hispanic teenagers exhibit a lower family referent
influence than non-Hispanic teenagers.
H3. Hispanic teenagers’ level of acculturation affects their
relative reliance on family referents so that, a higher
level of acculturation results in a lower level of family
influence.
Research method
A survey was administered in March 2006 to a sample of girls
at a Catholic (all girls) high school in a large, ethnically
diverse US metropolitan area with a high Hispanic
population. Respondents’ level of acculturation was
measured by adapting the Short Acculturation Scale for
Hispanics (“SAS”) developed by Marı́n et al. (1987). This
widely used scale measures acculturation in terms of language
use, media usage and ethnic social relations. One item from
the original scale that pertained to parenthood was omitted
because it was not applicable to this particular sample’s age.
Furthermore to resolve wording issues in the original SAS,
the scale anchors for three items were changed from
“Latinos” and “Americans” to “Hispanic Americans” and
“Non-Hispanic Americans,” respectively. The resultant
eleven-item scale’s reliability performed well (a ¼ 0:93).
A four-item scale measuring respondents’ use of family
referents was adopted from Bearden et al. (1989). These items
were; “I frequently gather information about clothing from
family members before I buy,” “When buying clothing
products, I generally purchase those brands that I think my
family members will approve of,” “I achieve a sense of
belonging by purchasing the same products and brands that
my family members purchase” and “To make sure I buy the
right product or brand, I often observe what my family
members are buying and using.” The ensuing four-item scale
demonstrated satisfactory reliability (a ¼ 0:81).
Finally, a three-item scale was employed to measure
respondents’ need for uniqueness, adopted from the full 31-
item scale developed by Tian et al. (2001). These items were;
“I often look for one-of-a-kind products or brands so that I
can create a style that is all my own,” “When dressing, I have
sometimes dared to be different in ways that others are likely
to disapprove” and “When a style of clothing I own becomes
too commonplace, I usually quit wearing it.” The reliability
for this scale was marginal (a ¼ 0:65), perhaps due to the
reduced number of items employed from the full
measurement scale (three out of the full scale’s 31 items).
An open-ended ethnicity/race question served to classify
respondents as Hispanic or not. Because some respondents
did not fill out this open-ended question, the second item of
the SAS (“What was the language(s) you used as a child?”)
was employed as an additional classification
benchmark.Those respondents who responded that they
“spoke any/to all Spanish” as a child were classified as
Hispanic based on the assumption that children residing in
the USA that speak Spanish, the most distinctive
characteristic of the culture, are very likely to have a
Hispanic (i.e. at least one Hispanic household member who
speaks Spanish at home) background. As a validation check of
this classification procedure, all respondents who identified
themselves as non-Hispanic in the open-ended question
indeed responded that they “spoke only English” as children
354
Journal of Consumer Marketing
Volume 24 · Number 6 · 2007 · 351 –357
Nevertheless, a potential limitation of this classification
scheme is that it possibly excluded any (obviously, highly
acculturated) Hispanics who only spoke English as a child and
who also did not respond to the open-ended ethnicity
question.
The study sample’s (n ¼ 128) mean age was 17.3 years and
consisted of 76 Hispanic and 52 non-Hispanic girls. In terms
of the self-reported sub-cultural identification (open-ended
question that some respondents did not fill), about half of the
Hispanic respondents cited a “Hispanic” background, with
“Puerto-Rican” being the most prevalent ethnicity. Among
the non-Hispanic respondents, about half cited either a
“Caucasian” or “White” background, with “Italian” being the
most prevalent ethnicity.
Empirical findings
A series of ANOVAs were run, using the GLM procedure in
SPSS.
In support of H1, the ANOVA found a significant difference
(F ¼ 10:280, p ¼ 0:002) when comparing the need for
uniqueness between Hispanic (m ¼ 3:95) and non-Hispanic
(m ¼ 4:79) teenagers, with Hispanic teenagers showing a
significantly higher need for uniqueness than non-Hispanics
(all scales were reverse-coded).
H2 was also supported (F ¼ 3:949, p ¼ 0:049), with the
findings showing that Hispanics exhibit a lower family
influence (m ¼ 6:03) than non-Hispanics (m ¼ 5:60).
In order to test H3, the median split method was employed
to divide the sample into two discreet groups based on the
Hispanic respondents’ answers on the SAS scale. The
subsequent ANOVA provided marginal support for H3
(F ¼ 3:409, p ¼ 0:069). As expected, high-acculturated
Hispanics exhibited a relatively lower family referent
influence (n ¼ 40, m ¼ 6:19) than low-acculturated
Hispanics (n ¼ 33, m ¼ 5:80).
Research limitations and implications
Overall, the empirical results found support for all three
hypotheses and the advanced conceptual model.
The higher need for uniqueness exhibited by the Hispanic
teenagers is an interesting and counter intuitive finding that
merits further theoretical and empirical exploration. Future
cross-cultural studies should examine the robustness of this
finding among various other Hispanic populations in the USA
and other nations. Furthermore, the advanced conceptual
model may be emblematic of teenager consumer
characteristics and behaviors of other ethnic subcultures in
the USA and Europe, especially those of relatively more
recent immigration (like Hispanics). Extending the study to
groups such as Chinese-Americans for example, would help
test the applicability of the advanced conceptual model to
teenagers in other sub-cultures.
Further research should expand the model to the normative
as well as informational influence of peers, in addition to
family, and the potential relationship between the need for
uniqueness construct and peer pressure. Future studies
should also, test the model on teenage boys. Moreover, the
potential influence of an older sibling would pose an
interesting research question. A more clearly delineated and
measured generational approach would elucidate the process
by which Hispanics (and possibly other ethnic sub-cultural
 Navigating a hybrid cultural identity
Michael Chattalas and Holly Harper
segments) navigate a hybrid and increasingly globalized
identity. In addition, the applicability of the model to other
relevant product categories should be empirically verified. In
future studies, the full 31-item need for uniqueness scale
should be employed, in order to increase the scale’s reliability
as well as test for the potential effect of the construct’s
dimensionality.
Managerial implications
The advanced model and empirical findings hold important
managerial implications for marketers that target teenagers.
The higher need for uniqueness observed for Hispanic
teenage girls could lead to successful advertising appeals to
non-conformity, independence and departure from both
family and non-Hispanic peers. Such appeals could
celebrate the hybrid linguistic and cultural identity of
Hispanic teenagers, connecting it to particular fashion brand
personalities.
Advertising messages should capitalize on the high need for
uniqueness of Hispanic teenagers who act as agents of cultural
change at both micro (i.e. family and peers) and macro (i.e.
subculture and mainstream culture) levels. From a popular
culture perspective, the observed need for uniqueness among
Hispanic teenagers may be behind the recent success of many
unique and idiosyncratic Hispanic or Latino singers, actors
and cross-over entertainment products and characters (i.e. the
popular Ugly Betty television show, which rejoices the
uniqueness of a young Hispanic woman).
Finally, the study’s results also hold implications on how to
market to the global young consumer segment – particularly
in emerging markets like China, India or Brazil. Similar to the
Hispanic teenager market in the USA, this segment is
becoming increasingly individualistic and distinctive from that
of its parents as well as of mainstream US or “Western”
society young consumers, as it ventures on a balancing act
between local and global consumer values and behaviors.
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 Navigating a hybrid cultural identity
Michael Chattalas and Holly Harper
About the authors
Michael Chattalas is Assistant Professor of Marketing at
Fordham University in New York where he teaches courses in
consumer behavior and international marketing. Previously,
Professor Chattalas taught at Baruch College and Wagner
College, having received teaching excellence awards from
both institutions. Dr Chattalas holds a PhD in Marketing
from Baruch College, City University of New York. He has
authored research articles on international marketing issues
and taught Executive Master’s courses in Hong Kong,
Singapore and Taiwan. Michael Chattalas is the
corresponding author and can be contacted at
chattalas@fordham.edu
Holly Harper is a research analyst at Nielsen BuzzMetrics
Research in New York. Nielsen BuzzMetrics is the global
measurement standard in Consumer-Generated Media
(CGM) and provides corporate clients insight into the
online community’s influence over products, issues,
reputation and image.
Executive summary and implications for
managers and executives
This summary has been provided to allow managers and executives
a rapid appreciation of the content of this article. Those with a
particular interest in the topic covered may then read the article in
toto to take advantage of the more comprehensive description of the
research undertaken and its results to get the full benefits of the
material present.
The growing Hispanic market
With 40.5 million consumers, the Hispanic population forms
the largest ethnic group in the USA. Along with African-
Americans and Asian-Americans, Hispanics are increasing in
number six times faster than the general population. The rate
of growth in the purchasing power of the group is triple that of
the overall market.
US marketers are becoming increasingly interested in
Hispanics, who are perceived as a distinct consumer segment
characterized by its Latin American influences such as the use
of Spanish language and its dependence on the family as a key
reference group. The median age of Hispanic consumers is
considerably lower than Caucasian Americans, so teenagers
are seen as an especially significant market. It is anticipated
that young Hispanic consumers are the group within the US
population that may provide the biggest increase in consumer
spending in the next two decades.
Research has indicated that Hispanic teenagers in the USA
find themselves positioned between the Latin influence of
their parents and influence of peers who embody more
mainstream American culture. Latin American countries are
regarded as collectivist societies where decisions are made to
benefit the family or group, while the Anglo culture in the
USA places greater value on individual success.
Consumption and identity
Sub-cultural influences are regarded as particularly relevant in
the USA when trying to build an understanding of consumer
habits. The number of sub-cultures within the country means
a wealth of distinctive characteristics and behaviors that are
likely to impact on consumer behavior. This is particularly the
case when it concerns products like fashion clothing, the
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Journal of Consumer Marketing
Volume 24 · Number 6 · 2007 · 351 –357
consumption of which invariably conveys a statement about
an individual’s personal and social identity.
Young people in particular desire uniqueness and are apt to
reject certain products or brands perceived as being too
ordinary or conformist. Studies have shown that this need for
uniqueness increases in situations where high similarity to
peers is promoted, such as within a high school environment.
Uniqueness is, therefore, important for teenagers and this is
heightened further among Hispanic teenagers in view of the
hybrid nature of their identity.
Against this background, Chattalas and Harper carry out a
study to compare Hispanic and non-Hispanic teenage girls in
relation to the extent of family influence on the purchase of
fashion clothing products. The authors also examine the
impact of teenagers’ need for uniqueness and the role of
acculturation. According to the literature, acculturation refers
to the influence of the dominant culture on an individual or
group. And when the culture in question is decidedly
different, it eventually leads to a modified identity
influenced by both new and original cultures. In the case of
Hispanic teens, there is a belief that they may “gradually reject
the utilitarian, conformist and conservative paradigm of their
parents as they become more acculturated and further
socialized by their peers”.
The study involved high school girls in a large metropolitan
area with a high Hispanic population. The mean age of the
128 respondents was 17.3 years-old and 76 were Hispanic
and 52 non-Hispanic. Acculturation was measured using a
widely employed scale relating to language spoken at home,
media usage, and ethnic social relations. An earlier study of
acculturation had indicated that influence from family
members was greater when Spanish was spoken within the
home.
Chattalas and Harper had predicted that Hispanic
teenagers would display a greater sense of uniqueness than
their non-Hispanic counterparts and the study findings
supported this hypothesis. It was likewise indicated that
Hispanic respondents were less influenced by their family
than non-Hispanics. There was also some indication that
family influence lessened among Hispanics who are highly
acculturated.
Marketing recommendations and suggestions for
further study
Given Hispanic teenagers’ ability to instigate change at both
micro (family, peers) and macro (subculture and mainstream
culture) levels, marketers should appreciate the importance of
this segment and ensure that the need for uniqueness is fully
exploited. The authors suggest that one strategy for
successfully appealing to teenage Hispanic girls would be to
use messages that emphasize non-conformity, independence
and distance from both family and their non-Hispanic peers.
Such appeals could also mark the “hybrid linguistic and
cultural identity” of Hispanic teens through links to specific
fashion brands.
The authors also believe that the findings have implications
for marketing to young consumers around the globe,
especially within developing markets like India, China and
Brazil. Such consumers share some characteristics with
Hispanics indicated by a desire to be regarded as distinct
from parents as well as mainstream young consumers within
Western societies. Because of this, marketers would be well
 Navigating a hybrid cultural identity Journal of Consumer Marketing
Michael Chattalas and Holly Harper Volume 24 · Number 6 · 2007 · 351 –357

advised to recognize the individualistic nature of this segment
and to balance local and global consumer values.
Findings in the present study could be substantiated by
extending the investigation into various other Hispanic
populations within the USA and other countries. Chattalas
and Harper also believe that a study into a group such as
Chinese-Americans may help indicate the relevance of the
model within other sub-cultures.
They also suggest extending the model to include
“normative as well as informational influence” of peers as
well as family, and propose investigating the role of peer
pressure in the need for uniqueness. In addition to this,
carrying out a similar study of teenage boys, examining the
influence of older siblings and undertaking research within
other product areas could enhance understanding of how
Hispanics and possibly other ethnic sub-cultures manage an
identity that evolves through different sources of influence.
(A précis of the article “Navigating a hybrid cultural identity:
Hispanic teenagers’ fashion consumption influences”. Supplied by
Marketing Consultants for Emerald.)

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