Generational and Cultural Orientation Study

Cultural orientation is the degree to which individuals actively engage in certain parts of culture (food, music, language, media, celebrations, etc.). It provides marketers with concrete measures on how Hispanics are adopting the American culture relative to their native culture. In addition, cultural orientation is different from acculturation, which relies on proxy variables (i.e., language) – and should not replace it.
“Generation and Cultural Orientation”

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