Abstract
Abstract Subcultural differences can influence peoples' perceptions of the importance of various product attributes. In turn, these perceptual differences can affect advertising response. Interviews with 310 Hispanic and Anglo consumers were conducted to determine whether they differed in their ratings of the importance of different product attributes. Hispanic respondents were further divided into two groups based on their level of acculturation. This allowed for a test of both ethnicity and acculturation as segmentation criteria. Very few significant between-groups differences were found when the product was a nondurable. The situation was, however, just the opposite in the case of a durable product. These findings have potentially important implications for the development and delivery of effective advertising messages to ethnically heterogeneous groups.
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