Acculturation of Hispanic College Students

Abstract

The fact that young Hispanic consumers spend even more than others in their age category suggests the strategic importance of a deeper understanding of these consumers. To what extent do they resemble their U.S. non-Hispanic counterparts as opposed to those in Mexico? Has the acculturation process affected their cultural values? What role might watching television have played in that process? In the present study, we investigate these key questions across three segments – U.S. non-Hispanic, U.S. Hispanic, and Mexican college students. Hispanic students fall between the non-Hispanic and Mexican respondents in terms of self-reported levels of religiosity and materialism; they more closely mirror their Mexican peers in higher levels of life satisfaction. There are no significant differences between the groups in terms of quantity of television viewing. Overall, Hispanics seem to be slowly adopting American values, while the acculturation process does not seem to be affecting satisfaction with their lives.