Hispanic Acculturation: Does the Acculturation of Hispanic Consumers Follow the Assimilation Paradigm of Other Ethnic Groups in the U.S.?

The main objective of this research is to explore the acculturation process characteristic of Hispanic consumers. Studies of various ethnicities in the U.S. have generally concluded that immigrants follow the assimilation process, one in which they will give up practices associated with their homeland and progressively adopt those of the host country (Gordon 1964; O’Guinn and Faber 1985). More recent studies about Hispanic acculturation in the U.S. have hypothesized that Hispanics do not fit the assimilation paradigm (Lieberson and Waters 1988; Penaloza 1994). Some authors have adopted the ethnic-resilience theory (that focuses on ethnic solidarity, in-group cohesiveness, and culture reassertion as means to avoid assimilation and protect the group against discrimination) to explain some behavioral patterns among the Hispanics (Porter and Bach 1985).