RT Journal Article
SR Electronic
T1 Hispanic Ethnicity and Media Behavior
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 179
OP 190
DO 10.2501/S0021849908080227
VO 48
IS 2
A1 Ricardo Villarreal
A1 Robert A. Peterson
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/2/179.abstract
AB This article argues that there is a difference between being Hispanic and possessing Hispanic ethnicity, with the former being a demographic characteristic and the latter a psychological construct. An empirical study of Hispanics revealed the existence of four distinct Hispanic ethnicity segments. The four segments were labeled Strong Hispanics, A-Symbolic Hispanics, Symbolic Hispanics, and Weak Hispanics. The segments were found to possess similar demographic characteristics, but different media preferences and behaviors. Several theoretical and practical implications arising from the study results are discussed.