PT  - JOURNAL ARTICLE
AU  - Nitish Singh
AU  - Daniel W. Baack
AU  - Arun Pereira
AU  - Donald Baack
TI  - Culturally Customizing Websites for U.S. Hispanic Online Consumers
AID  - 10.2501/S0021849908080264
DP  - 2008 Jun 01
TA  - Journal of Advertising Research
PG  - 224--234
VI  - 48
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/48/2/224.short
4100  - http://www.journalofadvertisingresearch.com/content/48/2/224.full
SO  - J Advert Res2008 Jun 01; 48
AB  - 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.