Pi Attitude Zone: Affiliation & Cohesion

The Latin American Popcorn Test

There is a misperception that all ‘Latinos’ resident in the USA are culturally pretty much the same, stemming from the ‘fact’ (erroneous, as Pi has pointed out in previous blogposts) that they all speak Spanish at home.

By extension, non-Latino Americans presumably assume that all the different countries from Mexico and Central America to Argentina, Brazil and Chile share the same culture, outlook and language.

Nothing could be further from the truth.  We ran the Pi-ChartsTM on each nation in the region, and established beyond any possible doubt that they differ significantly from each other in terms of their values, attitudes and mindsets.  Argentineans pride themselves on their self-reliance and sense of self-realization, which often manifests itself in conspicuous consumption.  Brazilians, by contrast, are opportunists with a taste for the opulent things in life, though money itself seems less important to them.  Chilenos are different again, driven by acquisitiveness, an assertiveness based on strong convictions, yet with a rather unexpected escapist streak.

Ah, you say, but Latin Americans DO all speak Spanish, right?  Well, no actually.  For a start, the biggest country in the region, Brazil, speaks Portuguese.  The Spanish spoken from country to country is fundamentally the same language, but it can still differ widely from place to place, with different expressions and different vocabulary. 

A case in point: Pi has counted at least eleven different words for “Popcorn”, depending on where in the LatAm region you happen to be.  In the following countries, popcorn is called:

Argentina: Pochoclo

Brazil: Pipoca

Colombia: Crispetas or Maizpica

Cuba: Rositas de Maïz

Ecuador: Cangil

Honduras: Palomitas de Maïz

Mexico: Ezquite

Panama: Millos or Rosetas

Venezuela: Cotufa

Homogeneous Latin cultures?  Pi knows different.

Zone: Affiliation & Cohesion Country: Latin America Product – Communications