Abstract
AbstractExploring differences within a U.S. sample of Hispanic direct sellers provides insights into the impact of acculturation on satisfaction survey responses. The scope of the study is constrained to sellers who self‐identified ethnically as Latino/Hispanic on a U.S. national survey of direct sellers. Findings show evidence of cultural heterogeneity within this sample of Hispanic direct sellers that corresponds to their uses of English and Spanish in selling activities. Practical implications suggest that Spanish Dominant Sellers claim higher satisfaction ratings and higher performance estimates than do English Dominant Sellers. English Dominant Sellers indicate greater use of Web 2.0 technologies for selling. Implications and future studies are discussed.
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