The Influence of Hispanic Teenagers on Purchase Decisions: Cross-cultural and Gender Differences

A cross cultural comparison between Hispanic and Anglo-American teenagers in terms of their influence on product purchases was conducted in this study. Results revealed that Hispanic teenagers had lower levels of influence than their Anglo-American counterparts, on the purchase of durable items for the family, but their influence was similar on the purchase of durable items for themselves. Hispanic males had higher levels of influence than Hispanic females on the purchase of products for the family but lower levels of influence on the purchase of groceries. There were no differences between Hispanic females and Anglo-American females on the purchase of groceries although Anglo-American females had higher levels of influence on the purchase of durable family items. There were also no differences between Hispanic and Anglo-American males in terms of products bought for the family.