Navigating a hybrid cultural identity: Hispanic teenagers' fashion consumption influences

Abstract

PurposeThe purpose of this paper is to report research which explores the effects of a hybrid cultural identity on the fashion clothing behavior of Hispanic – particularly, later aged – teenage girls. The study examines differences in need for uniqueness and family referent influence among Hispanic and non‐Hispanic teenagers. In addition, the relevant impact of acculturation processes is examined.Design/methodology/approachA survey of 76 Hispanic and 52 non‐Hispanic later aged teenagers was administered in March 2006 to a sample of girls at a Catholic (all girls) high school in a large, ethnically diverse US metropolitan area (New York) with a high Hispanic population.FindingsThe empirical results show a significantly higher need for uniqueness for Hispanic teenagers. Furthermore, Hispanic teenagers exhibited a lower family influence than non‐Hispanics. Finally, high‐acculturated Hispanics exhibited a relatively lower family referent influence than low‐acculturated Hispanics.Research limitations/implicationsFuture cross‐cultural studies should examine the robustness of this finding among various other Hispanic and ethnic (i.e. Chinese‐American) markets in the USA and other nations.Practical implicationsThe advanced model and empirical findings hold important managerial implications for marketers that target teenagers. The higher need for uniqueness observed for Hispanic teenage girls could lead to successful advertising appeals to non‐conformity and independence from both family and non‐Hispanic peers.Originality/valueThe higher need for uniqueness exhibited by the Hispanic teenagers is a novel and counter‐intuitive finding that holds important theoretical and practical implications.