This report examines the role of Latino consumers, specifically looking at Mexican-Americans and their first generation experiences. It looks at how these experiences influence their consumption patterns. While observing the idea that first generation Latinos are much like ‘adolescent consumers’, a concept stemming from the idea that much like teenagers Latino immigrants are in a sense coming of age in this country. They are under a whole different set of social norms, cultural expectations and values different from their country of origin. This report proposes a reconsideration of the heuristics that marketers hold for Latino consumer spending habits. It maintains the idea that Latino consumer behaviors should be attributed and conceptualized as a process of maturation, not just based on culture and class. Lastly it re-examines the Customer Based Brand Equity model and places it in the context of the Latino consumer while keeping in mind the above framework about Latinos as adolescent consumers. / text