This paper is offered as a constructive comment on a
previously published article. Using two separate ap
proaches, the authors reexamine data presented by Valencia
(1989), and suggest an alternative interpretation of the cul
tural value orientations among Hispanic and White ethnic
groups. Theoretical and methodological discussion is pro
vided in an attempt to show how utilization of different
methodologies can derive different conclusions, and result
in different marketing strategy recommendations.
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