Identity & Group Affiliation Affects Hispanic Consumer Behavior.

“It has been seen throughout history that every human being needs a sense of belongingness in the society. Society as a whole is a complex set of different groups in which people associate themselves to use as a reference. Therefore, people tend to identify themselves with these groups according to why they think that they belong to it, or may identify with such groups without belonging to them.

It is not a simple process, as we need to look at ourselves and first of all determine who we think are, and then choose a reference group. The label that Hispanic people use to identify themselves is said to represent their cultural identity. Each person’s perceptions of their own identity will also depend on who asks the question as they might tell a non-Hispanic person that they are Hispanics, but tell a Hispanic person which country they are from (or their heritage). It gets really complicated for Hispanic Americans, for example, because they have to go back and forth between being one or the other, Hispanic or American (except for the people who have labeled themselves as Chicanos, who claim that they are not one or the other, but both). “

Comments are closed.