Code Switching and the Hispanic Consumer

Abstract

This study examines the influence of acculturation and language on the emotional response of three print advertisements (English, Spanish, Code Switched) through an experimental methodology founded on the Revised Hierarchical and the Conceptual Feature Models. The advertising treatments and surveys were administered to a convenience sample of 272 respondents in a large southwestern metropolitan area from five local Hispanic churches. The Bidimensional Acculturation Scale for Hispanics was used to measure acculturation (Low, High, Bicultural). Emotional responses to the print advertisements were measured using the Emotional Quotient Scale and the condensed Reaction Profile. Results revealed some significant differences in advertising preferences. Results also suggested that a code-switched advertisement could be both culturally relevant and appropriate for reaching the majority of the Hispanic market. Implications, limitations, and recommendations for future research are discussed.