An Exploratory Study of Anglo-American Consumer Animosity Toward the Use of the Spanish Language

Abstract

Positive effects of targeting and marketing to Hispanic-American consumers have been well researched, but the potential negative effects have not been studied. This study uses a projective technique to uncover deep-seated feelings of consumer animosity created by the inclusion of a minority culture into the majority culture. The authors specifically explore situations where Anglo-American consumers may have a heightened sense of animosity toward Hispanics. The study cautions marketers against creating ethnic marketing communications that may be seen by the majority culture as pandering too much to minorities.