ABSTRACT
This chapter offers a deep perspective on the formation of a new identity for the Latino consumer in the US. Legal immigration to the US has experienced marked changes in the recent past. With the numbers showing that legal immigration from Latin America represents a significant portion of all new émigrés, even without accounting for the undocumented population of the US, the Hispanic market has strengthened in the last decades. Nevertheless, the US Census Bureau documents that the biggest increase of the US Hispanic population is now due to births rather than immigration, as was the case in the past 40 years. Latinos in the US represent a large-scale case study of mutual cultural change. Immigration is one of the most common cases of cultural change. A composite definition of culture is the sets of designs for living that human groups pass on from generation to generation. Enculturation is the learning of a first culture.
