ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Cultural Values and Leisure Activities Preferences Among Latin American Young Consumers. an Exploratory Study. Sofia Esqueda, IESA - Marketing Center - Professor, Venezuela Olivia Perez, IESA - Marketing Center - Researcher, Venezuela Otmar Varela, Nicholls State Univesity - Professor, United States Preferred leisure activities as well as money spent during leisure time have begun to increasingly draw managers’ attention. In fact how Latin American youth prefer to spend their free time and how relevant the variable culture is for this decision is not nowadays well understood. This paper reports some of the findings from a cross-national survey designed to explore these related areas of youth consumer behavior. Using Schwartz Value Inventory (2006) we approach the cross-national differences in cultural orientations of young from four LA countries. The relevance of these cultural orientations to understand young consumer’s leisure preferences was also addressed. [to cite]: Sofia Esqueda, Olivia Perez, and Otmar Varela (2008) ,"Cultural Values and Leisure Activities Preferences Among Latin American Young Consumers. an Exploratory Study.", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 209-210. [url]: http://www.acrwebsite.org/volumes/14075/la/v2_pdf/LA-02 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.