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The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption

Rohit Deshpande, Wayne D. Hoyer and Naveen Donthu
Journal of Consumer Research
Vol. 13, No. 2 (Sep., 1986), pp. 214-220
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489227
Page Count: 7
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The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption
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Abstract

Although there has been little recent work dealing with the sociology of consumption, what exists has assumed that there is a general homogeneity within subcultures-i.e., that consumers within a particular subculture exhibit similar consumption patterns. This article examines one subculture (Hispanic consumers) and uses recent developments in sociology and anthropology to show that most work on the Hispanic market has overlooked certain major ethnic identification differences between groups of Hispanics. Implications of these differences for future research and theory on consumer subcultures are developed based on an empirical study comparing Hispanic and Anglo Americans.

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