TY - JOUR T1 - Culturally Customizing Websites for U.S. Hispanic Online Consumers JF - Journal of Advertising Research JO - J Advert Res SP - 224 LP - 234 DO - 10.2501/S0021849908080264 VL - 48 IS - 2 AU - Nitish Singh AU - Daniel W. Baack AU - Arun Pereira AU - Donald Baack Y1 - 2008/06/01 UR - http://www.journalofadvertisingresearch.com/content/48/2/224.abstract N2 - The U.S. Hispanic online market consists of the most affluent and educated members of the U.S. Hispanic population. The segment is large, increasing in size, and its members prefer culturally-adapted marketing messages. Currently, no frameworks are available to help marketers culturally customize websites for U.S. Hispanics. The objective of this study is to address this gap. The goals are to identify the ways in which Hispanic preferences for web design elements differ, and to explore how these preferences vary based on acculturation. The results indicate that Hispanics have culturally-rooted preferences for web content and that acculturation levels are important segmentation variables. ER -