Study undercuts myth of monolithic Hispanic consumer

06/14/2005 | Adweek (subscription required)

A study from Havas unit Euro RSCG reveals different values and consumption habits among Mexicans and Americans of Mexican descent, with the latter more likely to be politically conservative and less trusting of advertising. U.S.-based marketers spent a reported $3 billion on Hispanic advertising last year, a figure that is expected to rise to $3.6 billion in two years.

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