...Vanessa Gail Perry Purpose – The purpose of this paper is to show that having a bank account is an important precursor to participating in the US financial mainstream. However, about 24 percent of Hispanic households in the USA are unbanked. This study seeks to examine whether the use of banks...

... of different task types differentially affects consumer responses. Design/methodology/approach The paper is a field study using online data collection to examine the US Hispanic market, the fastest‐growing consumer group in the US as well as one of the fastest growing online user groups. Findings...

...Thomas H. Stevenson; D. Anthony Plath Purpose To provide financial service marketers with information useful in targeting and marketing financial services to Hispanic American consumers. Design/methodology/approach It profiles the changing demographics of the Hispanic American financial...

... advertising, specifically, Hispanic‐targeted advertising. The purpose of this research is to understand what types of services can benefit from Hispanic‐targeted service advertising and develop practical implications for practitioners trying to spend advertising dollars more efficiently. Design/methodology...