Consumer research on Hispanics in the United States has
been based on presumable cultural differences between
Hispanics and non-Hispanics. This article investigates the
cultural differences hypothesis by testing for cultural value
orientations among Hispanics and Whites, using the Rokeach
paradigm. Because values are central to culture, they repre
sent a critical test of this hypothesis. The findings point out
differences in values between Hispanics and Whites, which
may have important consumer behavior implications.
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