Into the unknown: Rethinking uncertainty avoidance among US Hispanics through a conceptual model beyond aggregate data
Abstract
The conceptual model outlined in this paper explores uncertainty avoidance among US Hispanics at the individual level by addressing limitations of existing aggregate cultural frameworks. Existing research examines US Hispanics as a homogeneous group. In doing so, the heterogeneity of the group is overlooked, as US Hispanics’ individual identities are shaped by a combination of factors that include acculturation, generational status, language preference and social influences. The proposed model outlines individual cultural factors and social cultural factors as antecedents to individual-level uncertainty avoidance, which subsequently influences strategic communication outcomes. Through this reconceptualisation of uncertainty avoidance at the micro-level, this proposed framework offers a theoretically grounded approach to examine the US Hispanic market with additional nuance. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Sean Sawicki is an assistant professor of communication at The University of Tampa in the Advertising and Public Relations programme. As a former industry professional, Dr Sawicki is particularly interested in bridging theory with practice. Dr Sawicki’s research centres on understanding cultural values, the role of emotional appeals and how to implement them into meaningful advertisements to connect with multicultural consumers, particularly US Hispanics.
Sindy Chapa is a full professor and the director of the Center for Hispanic Marketing Communication at Florida State University. Dr Chapa is a co-author of Hispanic Marketing: The Power of the New Latino Consumer and her work has been published in journals such as International Journal of Advertising, Journal of Advertising Research and Journal of Marketing Communication. Dr Chapa’s research concentrates on understanding Hispanic and cross-ethnic consumer behaviour in the areas of cross-cultural marketing communication and advertising.
