Latinas in the U.S. : Communicating Identity Through Clothing

ISBN-13: 9783639132021 / Angielski / Miękka / 2009 / 252 str.

Maria-Gracia Inglessis

Opis

Marketers in the U.S. are paying more and moreattention to Hispanic women because of theirincreasing purchasing power. This book explores howHispanic women communicate their identities throughclothing, and how navigating between two culturesaffects their consumer behavior. Drawing on anin-depth survey of ten Hispanic women, M.-G.Inglessis offers a unique perspective on how clothesembody their enduring cultural values. Thosevalues regardless of acculturation level stronglyinfluence the way in which Hispanic women communicatetheir gender,age, ethnicity, and social class. The book alsoexplains the interconnection between the adoption ofnew clothing and sensorial experience, fit, andinterpersonal influence. Identifying major driversthat influence Hispanic women s buying decisions, theauthor offers both theoretical insight and practicalrecommendations to marketers. The study presents across-disciplinary approach from social psychology tosymbolic interactionism, diffusion of innovations,and acculturation. Scholars, students, andprofessionals in marketing, communication, retail,and merchandising will find this book useful andstimulating.

O autorze

Dr. Inglessis is a consumer insights specialist.
She has presented at U.S. and international conferences and
published articles in Quirk s and The Journal of Spanish Language
Media. Prior to her Ph.D., in Communication, she
obtained a Master s in Linguistics and Semiotics. She speaks
English, French, German, and Spanish.