An Exploration of Intergenerational Differences Among Mexican-Americans: Consumption-related Attitudes and Behavior

Abstract

A debate in the marketing literature has appeared concerning whether Mexican-Americans should be treated as a homogeneous group or whether they contain distinct segments. The findings of this exploratory research suggest that Mexican new arrivals and first and second generation Mexican-Americans do not differ with respect to attitudes towards advertising, brand loyalty, parental influence and price consciousness. Buying the brand that people think has the most prestige was the only consumer choice tactic where a significant difference was found, but only between Mexican new arrivals and the other two groups.