High group identification and loyalty –importance of “fitting in”.

Hispanics place a lot of value in the importance of belonging to a group.  This is why you often see Latinos using images that clearly label them as members of a particular segment.  An example of such "trademark" is the Puerto Rican flag.  Puerto Ricans, and especially those in New York City, use the flag as a way of identifying themselves as members of the Puerto Rican community.  Other images or symbols include jewelry, "low riders", music, dress code, hairstyle, facial hair, and even perfume!
 

Group vs. Individual goals.

Latinos care for the goals of the group.  They feel very connected to their group and will work hard to help the needs of their community.  For this reason, community programs like scholarships work extremely well in the Hispanic market.
 

Preference for friendly/amicable vs. Confrontational relationships.

As a whole, Latinos tend to be less confrontational than non-Hispanics.  They generally stay away from arguments and are less likely to be confrontational as consumers.