Crossing cultural borders at home: transmigration -- Forces of change: stirring up the melting pot! -- Value systems define cultural boundaries -- American mainstream values -- Chapter summary and book presentation plans -- Who do you want to be today? Choosing products, creating identities -- The American "self" and social identity -- Shopping for identities in our market spaces -- The personal values link to social identity and market-space choices -- Characteristics of American subcultures -- Summary: The multicultural identity formula -- Transcultural marketing: developing a cultural values proposition -- Key themes in transcultural marketing: values and affiliations -- The values of transcultural marketing -- Putting transcultural marketing into action -- Strategic options for transcultural marketing -- Ethical challenges in transcultural marketing -- U.S. Hispanics: cultural roots unite a diverse group -- What do the labels "Hispanic" and "Latino" mean? -- U.S. Latinos: population growth and increased buying power -- Latino identity, language use, and acculturation among U.S. Latinos -- Family, church, and language preferences express Hispanic cultural values -- Latino sources of marketplace information and media habits and availability -- Search strategies and buying preferences of Latino consumers -- Age differences create unique consumer subcultures -- Shared experiences and values create consumer subcultures -- Tweens are in search of "what's cool" -- Generation Y is creating "what's cool" in an insecure world -- Generation X cynics want straight talk from marketers -- Baby boomers grow old, and still try not to act it -- Mature Americans: meeting needs while aging in a youth-oriented culture -- African Americans: ethnic roots, cultural diversity -- The myth of race -- African-American diversity -- Ethnic identity and African-American cultural values -- African Americans as consumers -- Information sources and media preferences -- Caveat marketer! -- Sexual orientation as community boundary: LGBT Americans -- Being homosexual in a straight world -- Demographics of LGBT Americans -- Gay neighborhoods and lifestyles -- Diverse LGBT communities, united in favor of gay rights -- The media: importance of endorsement -- Marketing experiences and responses of gay consumers -- Asian Americans: realizing the "Asian-American dream" -- Asian America: diversity of cultures, resources, and experiences -- Continued traditions -- Bridging two cultures -- Asian-American sources of information and media patterns -- The marketplace as social network and expression of values.