Culture Lab
Multi-cultural Latino consumers build associations on products and brands to find a sense of unique self-expression and identity. Because cultural meanings on products and brands are rather fluid and not rigidly defined from one Latino community to another, we analyze their meaning at the micro and macro level. 

  • Collective Groups
    Consumers in collective groups transfer meaning onto products to build relationships with brands.
    Collective Groups
  • Connotation
    Cultural meanings are not equally defined from one sub-cultural Latino group to another.

    This is more relevant in social media conversations in which the overlap of country of origin with colloquial Spanish language affects word connotation.
    Connotation
  • Unequally Defined
    Cultural meanings are not equally defined from one group of consumers to another.
    Unequally Defined
  • A Sense of Belonging
    Cultural meanings are constructed by people within a social group to build a sense of belonging.
    A Sense of Belonging
  • Experience
    The environment is an influential factor on how consumers develop meanings with shopping experiences.
    Experience
  • Individualistic Groups
    Consumers in individualistic groups transfer meaning onto products to find self-realization.
    Individualistic Groups
  • Cultural Interpretation
    Localized cultural meanings facilitate effective cultural interpretation in messages.
    Cultural Interpretation
  • Intersection
    Meanings are created at the intersection of customer, product and environment.
    Intersection
  • Self-Identity
    Consumers select products as a way to acquire cultural meanings and establish self-identities.
    Self-Identity
Semantics
Means-Analysis
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Semiotics
Means-Analysis
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