Why do Hispanics trust word of mouth less than whites when it comes to restaurants?

When it comes to word of mouth influence on purchase decisions and ethnicity, there are few differences, except for one category: restaurants.

When it comes to restaurant decisions, whites tend to be influenced by word of mouth more so than other groups, especially hispanics. The percentage difference between those two groups is 12%. Any thoughts or theories as to why?

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Comment by Matt Reyes on August 18, 2009 at 10:54am: Just saw this Ben. My thoughts are that Hispanic women are the ones who make the decision to eat at restaurants as they are perceived as the food connoisseuse of the household.

There is a term called marianismo that is a cultural understanding amongst Hispanics that a woman should be respected and revered in certain areas of life (food being one of them). No one knows better food than Mom; she knows best.