MKT 435 Notes PDF

Module #1: Course Introduction & Cultural Marketing - A New Understanding: Chapter 1 Total Market vs Multicultural Marketing - Total Market: creates work inclusive of all segments (more effective, budget friendly) - Multicultural Marketing: more effective at increasing...

Module #1: Course Introduction & Cultural Marketing - A New Understanding: Chapter 1 Total Market vs Multicultural Marketing - Total Market: creates work inclusive of all segments (more effective, budget friendly) - Multicultural Marketing: more effective at increasing roi International vs Intra-national Homogeneous (japanese culture) vs Heterogeneous Environments (us culture) Culture - Encompassess the ways of life including the arts, beliefs, and institutions of a population and they are passed from generation to generation Objective Culture (tangible) - Ex. Mexican dresses - Meals with family - Community festivals Subjective Culture (intangible) - Ex. skincare - Importance of Family - Reliance on community Denotation is generally a more public and agreed upon type of significance Connotation is generally the more profound and often hidden meaning of an object or symbol. Behavioral Orientations: Values and Attitudes - Beliefs are closely related to the values and attitudes consumers hold. Values are deeper internal guides that mediate between the person and the world and also largely emerge in the social context Hofstede’s Cultural Values - Individualism vs Collectivism - Hispanics more on collectivism side - Masculinity vs Femininity - Hispanics high in masculinity  - High vs. Low Power Distance - Hispanics high - Uncertainty Avoidance - Hispanics have high uncertainty avoidance - Long Term vs Short-Term Orientation - Hispanics have short term orientation - Indulgence vs Restraint - Hispanics higher level of indulgence Challenges of Cultural Marketing - Instead of translating you have to culturally adapt - Identify the right motivational appeal - One overall positioning vs ethnic specific positioning - What cultural elements need to appear in the campaign - Don’t fall for any variable sdinvaoinejvgkra Psycho-Socio- Cultural Approach Predicting Behavior - Psychology - Individual - Sociology - Group - Cultural Aggregate - Cultural knowledge improves accuracy New Hispanic and the American Experience - New Hispanic Identity - The risk-taking immigrant - Hispanics in the us are dif from other hispanics in 1 very important way - The experience of immigration, cultural shock, and adoption Cultural Shock - 4 Stages - Honeymoon Phase - Disintegration Phase - Reintegration Stage - Autonomy Stage Why Hispanics Desirable - Magnitude - Size, growth, age, and fertility rates  - Buying Power - Income available, after taxes - Buying power will grow faster than all other minority groups - A common worldview - Rich common heritage: catholicism, linguistic elements, shared values - The spanish language - Spanish language media industry - Geographic concentration Case Study: Walmart Live Better: - Ahorra mas. Vive mejor. - Focuses on Rite of passage, providing for family, forgoing ahead, education - Performed well. Positive effect on brand perception - 120 Over index - 100 Standard Index - Under 80 below Index Module #2: The Composition of the Hispanic/Latino Market Sharing a common heritage is at the core of being hispanic. - Romans, Arabs, Iberia Peninsula The Latino Market: A Hispanic Heritage - The latino market is made up of people who are descendants from countries conquered or dominated by Spain. The shared history and heritage supports that Hispanics in the US are a group that is relatively homogeneous. Immigration From Latin America - 1492 Columbus arrived to the “New World” - 1806-1825 The Independence Era  - 1846-1848 Guadalupe Treaty - Treaty that cost Mexico texas, bla bla bla. They lost 65% of their land. - 1980s and 2000s The immigration growth of hispanics in the US 65.2M hispanic population in the USA Post COVID grew by 3.2 million making up 91% of the country’s overall gain. Sending money to mexico friends and family \\ creating businesses in America - binational dependency. Belize official language is English Puerto Rico - US citizens - More Hispanic than American - The Spanish American War - US granted US Citizenship to Puerto Ricans - 1917 - Puero Rico was granted commonwealth status - 1952 - 3.2 million residents reside in Puerto Rico island and about 5.3M ppl of puerto rico origin live in the US (main island) - Puerto Ricans are subjected to economic discrimination - Nuyoricans - 2nd largest hispanic community in the US. Cuba - Spanish American War - 1898 - Cuba Gains its independence - 1902 - American Prohibition 1919-33 - Cuba becomes US playground - Cuba develops tourist industry - The US Embargo - 1958 - Castro’s Revolution - 1959 - Cuba partnered with the Soviet Union - 1960-1991 - President Obama called to lift the US embargo - 2016 - Large # of elite and well educated cubans came to the US and became refugees from the Castro regime - 1960s - Approximately 125M cubans arrived to the US - leff affluent - 1980s - 3.7% of the US Hispanic population - Do not represent a homogenous group Central America  - Heterogeneous - Central Americans tend to migrate because of political or economical hardship - South America - Highly heterogeneous - Only 6% of US Hispanics traced their origins to South America - They Contribute largely to US Culture - Tend to concentrate in South Florida - NY State - Consumers tend to be more affluent Dominican Republic - Has been a strong contributor of immigrants to the US in recent years. - 3% of all US Hispanics - Over half of all dominicans live in the state of New York Implications of Homogeneity and Diversity - Hispanic is not a homogenous market - Test the assumptions of homogeneity in 2 diverse places such as Miami and Los Angeles - Mexicans and cubans are as different as hispanics can be among themselves given their history - If it produces similar reactions then the marketer can confidently conclude that the object of the research will probably have similarity across most groups of hispanics. - There are specific tendencies that make the Hispanic market targetable - Homogeneous history and cultural roots - Hispanics share a rich history marked by the Spanish conquest and the struggle for independence - Religion, language, and many other aspects of hispanic culture serve as the glue that ties hispanics together. - Values - Some iconic items may need more education and persuasion for some groups - As a marketer 1 must connect with the consumer at a cultural level Implications of Geographic Dispersion - More intercultural influence - Increased likelihood to learning english - Changes in media campaign targeting hispanics - Bicultural ac Socioeconomic Trends Elite and Upper Class - Small group - They go back and forward - Affluent life - Cosmopolitans - They are a good target for investment, luxury items, and other goods and services. The Middle Class - This small group has the most to lose from leaving their countries - They tend to immigrate due to economic or political crisis in their countries - Tend to be savvier consumers The Working Class Mass - The bulk of the US Hispniac consumer - Tend to have the least experience and need more education regarding products/services - Tend to establish in the US. Their children grow up bilingual and bicultural - In the middle, where the sweet spot of most marketers reside, Hispanics have high representation. Family Size & Economic Behavior - Hispanics consume large amounts of products for the home and the family - They have less disposable income - Families tend to be larger. Bigger families require more things - The concept of family is more inclusive and therefore makes the family unit more complex - It is possible that their income is higher than reported. Tendas - group of ppl give money to someone else. 1 person gets the money. Then next week it happens again but a dif person get the money. Education - Education gap is a challenge for marketers and their clients - Minorities will soon be responsible for taking care of elder america - More educated hispanics translates to more educated consumers. Implication for Markets - Consider both short and long term strategy in planning for the US Hispanic market - Consider what connecting with Hispanic consumers means for your business from a cultural perspective - Do not neglect to take into account education levels and language preferences. The Path of Growth is Towards the Multicultural Youth - 50% gen z and 45% millennials have a multicultural background Gen Z - Fun facts of gen z - Mintel reports from UNLV library Case Study: Conagra Foods Hunt’s: Product/Service Descriptions Conagara Foods is an American packaged good company. We are focusing on Hunt’s tomato sauce. Advertising Agency: D Exposito & Partners Target Market: Hispanic Mothers Campaign Background - The company recognized an evolution in hispanic communications - Hispanic’s tomato sauce volume over-indexes compared to total market whereas their diced tomato volume is average there was a need for a more insight driven approach to fully realize the Hispanic market opportunity. Campaign Development - Dedicated hispanic research: - Develop understanding of the Hispanic canned tomato consumer - Developing communication to relate to Latinas canned tomato experience - Extensive quantitative and qualitative research - Laino barrier study results in 5 key discoveries that drove the creative strategy: - 1. Latina’s trust and convince her of Hunt’s premium quality - 2. Not differentiated from other similar store brands - 3. Price was a key purchase driver - 4. Latinas that were heavy canned tomato users were confident cooks - 5. The important tomato sauce attributes Understand the emotional connection Latinas have with cooking for their families. Branded campaign awareness levels outperformed the goal by 14%. - +14% awareness - +1.3 points hispanic penetration - +7% National US volume sales Module #3: The Latino Essence of “Hispanic” Nationality vs race vs ethnicity Nationality - status of belonging to nation Race - distinctive physical traits Ethnicity - a sense based on cultural attachments. Broader than race Making Cultural Identity a Core Marketing Element - Multicultural markers use cultural identity as a marketing tool - Humans generally identify with groups they belong to, and sometimes with groups they do not belong to. - Cultural Identity derives from Reference Groups - Belongingness Groups (i am a member) - Reference Groups (i look up to these members) - Aspirational Groups (i want to be a member) Cultural Identity Derives from Reference Groups - Hispanics may have affinities with multiple cultural groups and therefore have multiple cultural identities  - Understanding the implications of having multiple cultural identities interact may shed light on consumer behavior. Reference Groups and Their Role in Consumer Social Learning Social Learning Theory - learning through observation and modeling - Key to social influence is identification - Process by which an individual emulates the thinking patterns, feelings, and actions of another individual who is the model. Bobo Doll Experiment - Stanford experiment - Stage 1: Modeling - Adult hit the doll and the kids hit the doll too - Stage 2: Aggression Arousal - Kids were taken into another room then another. Now they are frustrated - Stage 3: Test for Delayed Imitation (aggressive and non aggressive toys) - Kids that saw the adult hit the doll decided to hit the doll. The kid that did not see the adult did not hit the doll. Modeling Endorsement - Social Learning Theory - also suggests that aspirational groups are the most influential - Sometimes non hispanic reference groups may be better - There may be cases in which distinct hispanic campaigns are not advisable. Homophily: The Importance of Similarity - The degree to which individuals engage in communication perceive they share common attitudes, values, aspirations, and beliefs. - Tend to seek those with whom we are familiar and with whom we have certain traits in common - Tends to perpetuate a culture over time until the network opens up to other groups The identification of models in practice - It makes intuitive sense that hispanics identify more with other hispanics - Hispanics may use non hispanic reference groups as well as non hispanic individual role models. Identifying Reference Groups - Expertise and successful models - Individuals will emulate behaviors of ppl they admire - Typically belonging to the aspirational groups - Hispanics may find ppl to admire outside their cultural groups due to the success these individuals have in dif aspects of their lives - Anglo role models may be more appropriate in some cases. Identity and Socialization  - Social context of our lives defines our identity - It is in the course of social interaction that we acquire our sense of self. - Individualism - what is common is wanting to be different - The place where people are first socialized rarely fades away - Media also provides influencers - Online social networks provide opportunities to participate in communities that go beyond our immediate environment - “Significant others” have been found to have strong effect on consumer decision making Identifying Reference Groups - Empirical determination of models - Reference groups should be identified depending on the types of decisions to be made. Reference Group Ladder The importance of Identity Classification - If we don't know our consumer, we cant effectively communicate with them. Hispanic DOES NOT equal latino - Big difference between the 2. - Latino refers to geography. From or descendents from latin america. Countries whose language stem from latin - Hispanic refers to language. Relating to spain or spanish speaking. How to Identify Latinos (just how they identify themselves) - Label CHoice as Equivalent of Identify - Identity Classification Based on Emotional Attachments - Identity Classification based on reference group classification - Objective or behavioral measures - Subjective Measures Labels and Identities in Marketing to Hispanics How to Identify Latinos - Label Choice as Equivalent of Identity - Research shows that label choice in an interview or during research process may not be in the same in other situations - Hispanics may identify themselves as hispanics bc of the person asking, the context, or the purpose of the question - This identification may not be accurate Labels and Identities Based on Emotional Attachment - The label that ppl use to describe themselves is a necessary but not sufficient condition Classification based on Country of origin/ancestry - Establishing where the customer traces their heritage does not necessarily tell the researcher/marketer which label they identify with - Objective > appropriate - Subjective > not sufficient Identity Classification Objective Measures - Combination of objective and subjective measures can help determine the identity of our target market - In the area of hispanic-market research there are no standardizes measurements (scales) with established validity and reliability although some an be adopted from the lit in social psychology - Measures tend to be created on specific need basis These measures capture actual actions - Objectives - How many times do u com w friends and family outside the us - How often do u watch media Subjective - From 1-10 how important are - Reason to be homesick - What celebration are traditional - Identity questions Measurement error - Both objective and subjective measures and commonly self reported which is subject to shortcoming Stereotype and Identity - Humans are affected by our environment  - Markets and advertisers can easily fall into the stereotyping trap - Hispanics see images of themselves - stereotype - Stages - Ignoring minorities - Ridiculing minorities - Minorities are criminals. Stereotypes and their impact on the larger society - Some sterotypes can also produce positive impacts on society - Latinos r hot and successful - Advertising directed to hispanic consumers has experience a renaissance in the past years - Markets have been leaning to establish better and more sophisticated links with hispanic consumer - Hispanic consumers who have achieved higher level of education tend to be more critical of stereotypical representation. - Representation of successful hispanics seem to be infusing hispanic with a renewed sense of pride - Ser latino esta de moda - “Ahora todos quieren ser latino” Who people THINK they are strongly impacts their emotions. Case Study: American Family Insurance: “Nadie Como Tu” American Family Insurance - Fortune 500 company - Private mutal insurance compant the offers auto home life etc - Hired The San Jose Group advertising agency - They had 3 tv campaigns - Target market - Ppl 20-34 proactive protectors - 35-54 partitually acculturated hispanics who were com in english but pref spanish in terms of media consumption - June 2011-2012 - Growth for was down - Collective wisdom in the room agreed that insurance messaging was largely focused on price and worse case scenrarios - Ppl think all inusrance is essentially the same - Had trouble connecting - Ppl didnt engage too deeply The agency came to realize that Hispanic consumers viewed insurance as not just protecting their possessions but also protecting the hard work and sacrifice that went into obtaining these possessions in the first place. 3 main areas: possessions, value, and relationship to agent. Campaign Description - Cultural Convergence - Reggaeton style/latin music - Message = American Family Insurance celebrated each customers unique needs - Strengthen the emotional connection - Each scene represented the diversity within the segment Effect of Campaign - +18% Unaided Awareness - +10% Higher than the US Hispanic - +19% Consideration Module #3: How to Select Your Target Market Characteristics of a Useful Segmentation - Identifiable - Substantial - Accessible - Stable - Differentiable - Actionable Segment Characteristics - Segment size, growth rate, profitability Competition  - Comp strengths, intensity, resources Company Fit - Objectives - Competencies - Resources - Us hispanics are multidimensional - Multiple unique values and identities - They are not just latinos they are more complex. It should be considered when selecting a target market Cultural Identity Map Module #4: The Power of Storytelling in Marketing What is Storytelling - Using words and actions to reveal the elements and images of a story while encouraging imagination Why does storytelling work? - stories trigger emotions - Make info reliable /relatable - Create connections - Easier to remember - Inspire action Storytelling Framework (marketing follows the same elements as most stories)  - Setting/Plot - Rising Action - Conflict/Climax - Resolution What’s the big idea? Sometimes it's a sound bite. Steve Jobs introduction of the “Think Different” Campaign triggered emotions Setting/plot - apple best brand so they need to bring investing that resonates with brand Raising action - discussing other brands nike, got milk Conflict - apple spends a fortune in advertising but who is apple? What do they stand for? Resolution - ppl with passion can change the world for the better Marking is about values. “If they ever used a computer, it would have been a mac” Crafting your marketing story Idefntify your target audience and their needs - executives/clients - approve (big picture) - Limited amount of time to convey your story - Big pictures and long term - Risk vs reward - Managers - influence - How success wil be measure - May or may not support decision - Individual contributors - execute (little picture) - Details of what to do differently - “What is it for me?” Your big idea is the anchor point to dive deep into your story and address your audience’s needs “Why” What is the Big Picture of your story? Develop the big idea - What is 1 thing that you want your audience to know - Should provide insight - Be actionable - Solve the conflict - It can be sound bites - “Marketing is about values” - Make sure ur big idea is concise, easy to remember, and compelling(tell me more) Craft a Narratice that resonates with your audience What are headlines? Head;ines are not headers - Headlines tell ur audience where they are in your story - Headlines are conversational statement that capture attention and helps advance a story  - Crosp, not wordy - Convey the main point of the story - Use headlines to summarize the content of a slide - Easy to ready Header vs Headline: Example: it’s time to invest on regularly self care if we want to have a healthier life: - U can see the problem, solution, and then that next slide can show the how. This is the anchor point Example: How to transform a slide. **dont forget to add a source** “Positioning strategy” vs. “H&M Biggest competitor in australia would be zara” Then having key insights. Case Study: Honoring Traditions, Celebrating Our Furry Family Company is underperforming to hispanics. Starting presentation with persona. - introduce the persona, tell their story. Headline, graph, source and key insights Module #5: Language Considerations in Marketing to US Hispanics Why are Some Marketers Still Lost in Translation? - Translation does not = cultural relevance - Misses cultural nuances and context - Risks ineffective messaging - It is very difficult for a translation to do justice to the original Translation is Harder Than it Appears to Be - Professional Translations can make meaning be lost - Translation confusion, and the reason why - Documents should be prepared from scratch - Language level should be matched to the audience - The issue of connotation - (Mortgage) Hipoteca (neg. connotation) vs.(Loan) Prestamo (positive) Common Pitfalls of Translation-Based Strategies - Overlooks cultural differences - Ignores unique business opportunities - Misses the mark on humor and context - Humor varies culturally - Cultural Disconnect - Most ads reflect white caucasian perspectives - Risk of appearing inauthentic Lost in Translation - Translation ignores the contextual/situational aspect of a creative idea  - Translation is about efficiencies, not effectiveness Language and Culture Overlap - Humans appear to have an innate capacity for language - Noam Chomsky observed that humans have a unique ability to acquire language - Language cs experience - People who identify themselves as belonging to a specific group also share a worldview Language and Communication Context - High vs Low Context - High Context - Not as explicit, tone and context matters. - Low context - Explicit , direct. Context in the spoken words. Marketers should Approach Langugae Choice Pragmatically - Not all hispanics today would prefer to receive and process communication in spanish. The Choice of the language will depend on - Language proficiency - Context and placement - Need for emotional connection through lanauge - Cultural insight and connection to audience A new dialect of spanish and english follows a new identity - Hispanics become increasingly acculturated in the US - Spanish use persists among the third generation, even though the spanish use is lower - Tv, music, thinking The Argument of Spanish - Emotional impact and connotations in language are different - Speaking spanish touches emotional cords The Argument for English - Overlooked Language Opportunity - The Language Numbers Game Spanglish or Switch Codes? - Marketers need to understand their audience before attempting to reproduce the spanglish phenomena on media - Spanish is not a language since it lacks syntax. How Socio Political Conditions May Influence Language Trends - Spanish will continue to thrive What LAnguages to Communicate In? - The argument for Bilingual Materials - Hispanic consumers think bilingual will help everyone in the household understand Cross Departemental & Interdepartamental Synergy Case Study: McDonald’s Dorado Campaign Background - 2020 McDonald’s launched a marketing campaign called “Famous Orders” - Colores Álbum - Dorado (Golden) - J.Balvin Album - Musical love letter from Mcdonalds to hispanic millennials and gen Z - Latin Grammys Premier - Song is exclusive in McDonald’s App - Social engagement surpassed all benchmarks. - “Me Encanta” - J.Balvin Lego saying - mcdonalds adopted it at the end Module #6: Enculturation, Acculturation, and Assimilation: A Bicultural Horizon Immigration Growth - Americans and Asians on the Rise > Births Versus Immigration: The New Equation A New Hispanic/Latino Identity - While many latinos do not appreciate hispanic or latino a pan latin american identity seems to be emerging. - Mutual Cultural Change - Emotional and Physical Turmoil - Perception of Immigrants A New Hispanic/Latino Identity - Bicultural Identity - Cultural Influence - Market Impact - Understanding the nuances of this bicultural identity and the mutual influence of cultures is critical for marketers aiming to connect w/ hispanic consumers How Do We Learn Culture? - Enculturation - Process by which ppl learn their first culture, absorb values, beliefs, and norms from birth - The learning of a first culture - Difficult to erase - Enduring Influence - The impact of enculturation deep and long lasting even if they leave their native culture - Cultural Identity - Retain strong cultural identities which can make the process of fully embracing a new culture challenging How Do We Learn Culture? - Acculturation Process - The process begins when immigrants adopt a new culture - This involves learning and adopting new culture while retiaing elements of original culture - Acquiring a second culture - Challenges of returning home - Difficult to return home after adopting to new life in us - Redefining Home - Acculturation leads to new definition of home ,, belonging shifts - Biculturalism - Blending of 2 cultures - Most frequently endorsed by Hispanics Assimilation vs acculturation - Assimilation is fully adapting the host culture which leads to loss of cultural identity - Acculturation allows u to learn new culture while retaining original culture The ROle of Society in biscuit;ural Integration - Societal impact on acculturation - Hosts society attitude towards immigrants significantly influences acculturation - Multiculturalism vs Melting Pot - Challenges of Biculturalism Embracing Biculturalism - Hispanics have been able to maintain their original culture due to a # of variables - Latin american roots - Media - Etc - Electronic media, digital media, and television Acculturation - Indicators - Language - Used to predict different type of consumer behavior - As a continuum it allows marketers to talk about acculturation as a matter of degree - The goal of marketing is to establish relationships with individual consumers. Segmentation makes that easier Crossing Acculturation with other Variables - Life stage - Shopping styles - Liberal to Conservative  - Cultural Tension Market Segmentation - Demographic, psychographic, lifestyle, geographic, behavioral, cultural - The more actionable the more it will market successfully The identification of models in practice - One dimension = language - Linear Segmentation - Very basic - Bi Dimensional - Acculu 2 Dimensional Segmentation: Cultural Affinity - Millward brown orientated 2 dimensions spanish/latin culture, anglo us culture, and a liberal to conservative dimension Going Beyond Basic Segmentation - Geoscape Approach: set of questions to measure how hispanic - Synovate Approach: ???? Moving Beyond Language and Acculturation Alone - Diversity of us calls for understanding of cultural behavior for marketing purposes - Approach calls for studying cultural influences of ALL ethnic markets Segmentation Beyond Acculturation - Brand engagement in self-concept BESC Evolving Segementation Strategies For A Diverse Consumer Market Important: the largest acculturation segment of the US Hispanic population is Bicultural Case Study: Ford Camisteron Product/Service Description: Ford Motor Company Advertising Agency: Zubi Advertising Target Market: Hispanic Campaign Goal - Strengthen connection with us hispanic buyers Key Strategy - Leverage the cultural relevance of the 2014 fifa world cup to position ford as a brand that resonates with hispanic consumers Challenges: - Achieve this connection without references “world Cup” Develop a campaign that resonates emotionally with the hispanic community  Module #6: Elements of a Campaign Tool Kit, Marketing Funnel, and More This is Marketing - Seth Godin Headlines - Awareness - “Learn More” - Consideration - “Take the Test” - “Compare Brands” - “Explore Options” - Conversion (Shappable) - “Shop Now” - Digital Acquisition  - “Get Coupon” **Headline/CTA Variations Throughout Funnel** SHOW IN PROJECT Module #7: Latino Subjective Culture The core of Cross Culture Marketing - Subjective culture - Internal, intangible elements of culture that influence ppls thoughts, begaviors, values, attitudes. - How individuals perceive the world and interact with others based on shared beliefs and norms - Subjectivity is at the center of marketing - Cultural subjectivity is at the core of cross cultural marketing The Core of Cross-Cultural Marketing - Subjectivity: perception, belief, and actions shaped by learned culture, common experiences, and the result of original and adaptive cultures - Make brand feel natural Positioning for Brand Success  - Positioning is a concept or idea that elicits desired responses about a brand or product from customers when communicated - To successfully position brands in the US hispanic market you must tap into the emotional benefits - Positioning is meant to give products a competitive advantage - Insights are used to create successful positioning strategies - Insights can be found in cultural dimensions and archetypes Marketing Courtship - Individuals tend to identity with those with whom they are trying to connect emotionally What is an Archetype? - Generally considered to be a model within a culture that is aspired to or emulated by members of the culture - Pattern of behavior - Way of thinking - Templates Dimensions of Culture - Many archetypes can be found when examining different dimensions of culture - Time & Culture - Perception of leadership - Salience of groups - Gender - Among others Orientation Towards Others and Oneself - Having a higher value for collectivism and a lower appreciation for individualism has implication or many efforts targeted to Hispanics - Amica Positioning Strategy - General Market - Interaction - Price - claim - Hispanic market - One on one, personalize service - Trust  - Care Time and Culture - Polychronic vs Monocrhonic Polychronic (hsipanic) - Tend to handle multiple tasks at one time - Less likely to concentrate on being on time Monochronic cultures - More likely to mange tasks linearly, on thing at a time - Emphaisze punctuality in their quest to organize their obligations in a sequence The Dimensions of Social Influence - Polymorphic leadership: leaders who should know about a lot of things (hispanic) - Monomorphic Leadership: leaders who specialize on one thing - Individualist vs collectivist Perception of Gender Roles - Androgyny: makes the behaviors of marketing targets less obvious in the Latino markets (breaking stereotypes) - Machismo: - Mariansimo Place to Find Archetypes - Insights from Popular Novelists - Insights from Popular Music - Pop Culture (art film, etc) - Qualitative Consumer insight Generation Explaining the Causes of Behavior - Internal vs External Causes - Inner vs Other Orientation - Group-Oriented Behavior Attricbution theory is an area of research that attempts to explain hwy some circumstances ppl attribute to causes of their behavior to interal causes sometimes to external ones Hispanis are more likely to point to others as causes for their success Meaningful Areas of Latino Subjective Culture - Wealth and Material Well Being  - Money has less of a positive connotation. Enjoying life, on the other hand has a very positive tone - Que sera sera, whatever will be, will be - The perception that life is ephemeral and unpredictable nurses a deep sense of fatalism - Why manana? - Hispanics have in the back of their mind their ancestors lessons that tomorrow cannot be counted on - Suffering is my destiny - Subjugating oneself to the circumstances and becoming a victim is another theme in latino culture heritage - A child centric society - Children are highly prized in latino families and considered to be a blessing from god. - Medicine remedios and health - Hispanic in the us lack in their access to healthcare - Misinformation - Lack of knowledge - Traditional healer - Hot and Cold beliefs Cultures impact on storytelling and marketing - Culture influences narrative style and audience reception - Hispanic vs. Anglo storytelling - Non hispanic: direct, outcome focused - Hispanic: emphasizes context, relationship, and emotional connection - Storytelling reflects cultural values and communication styles Cultural nuances shape effective communication strategies