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Different groups have different priorities. Because Hispanics tend to have low incomes, they support increases in government services, even at the cost of more taxes for others. Most Hispanics supported all five spending initiatives on the May, 2005 California ballot; most whites opposed all five.
Prof. Nikolai Roussanov of the Wharton School has found that both blacks and Hispanics spend 50 percent less on medical care than do whites with similar incomes, and that blacks and Hispanics spend 16 percent and 30 percent less, respectively, on education than do whites with similar incomes. Many studies have also found that blacks and Hispanics save less than whites for future goals like retirement. How do they spend their money? Blacks are more likely than whites to buy lottery tickets and to spend disproportionately more money doing so.
Prof Roussanov says the biggest difference, however, is that blacks and Hispanics spend 30 percent more than whites with the same income on what he calls “visible goods” meant to convey status, such as clothing, cars, and jewelry.
Different groups have different buying patterns. In 2004, Sears decided to turn 97 of its 870 locations into “multicultural stores,” in which clothing, signs, décor, and displays were geared to Hispanics and blacks, who do not have the same tastes and body sizes as whites. Hispanics want “stylish,” form-fitting clothing in bright, loud colors, and the highest heels available. Blacks need more “plus” sizes. In the multicultural stores, Sears displays the loud clothing prominently, near entrances. Clothing white women are likely to buy, such as the more traditional Land’s End line, is in the back.
For years there was a Roy Rogers-Dale Evans Museum in Victorville, California, filled with Roy Rogers memorabilia and even his horse Trigger—stuffed, of course. That part of California is now heavily Hispanic, and no one is interested in Roy Rogers. The museum moved to Branson, Missouri, which has become a resort catering to bluegrass and country music fans, who are overwhelmingly white. Victorville immigrant Rosalina Sondoval-Marin did not miss the museum. “Roy Rogers? He doesn’t mean anything,” she said. “There’s a revolution going on, and it don’t include no Roy Rogers.
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