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While it may be easy to understand the importance of using physical touch in Latino interactions, you may have more difficulty conceptualizing the role that smell plays in the communication.Okay, I think we can agree that if a person reeks with body odor, the smell will undoubtedly affect his or her personal interactions!Is this communication preference limited to Hispanic consumers? And it does not apply to all Latinos either; but I am a market researcher, and we are in the business of generalization. In a prior post I gave some examples of this phenomenon.Here I would like to expand on the subject and explore how this communication style works in the digital world of social networking.Most Latinas know that Fabuloso is not a very good cleaner; but they also agree that cleaning is not the main purpose of that product.They buy it because in the Latino culture the smell of products like Fabuloso is extremely important in conveying how a woman takes care of her house and her family.
One thing that Latinos overly rely on to gain a better understanding of one another is the use of non-verbal communication cues.
In some Latino specific networks like Mi Gente members often set their own color scheme and background music for their profile.
All of this contributes to the “personal appearance” of the user and can be compared to the importance of clothing styles or makeup in personal interactions.
I have written before about how Latinos prefer to interact at an emotional or spiritual level.
Achieving this heightened level of communication means going further than the articulation of words and connecting by relying on information that transcends the spoken language. are more likely than non-Hispanic consumers to rely on non-verbal communication and gut feelings in almost every interpersonal encounter.
Latinos also use fragrances in other areas to communicate something about them.