When it comes to Hispanic and Latinx consumers, sales success isn’t found in numbers and graphs. “It’s about the heart. In the industry, we always look at the numbers; it may not help you connect at an emotional level. It’s about the core values of the culture,” says Sindy Chapa, Ph.D. Chapa is the current director of the Center for Hispanic Marketing Communication at Florida State University and a leading researcher in Hispanic consumer behavior.  Read more