Heather Fletcher is senior content editor with Target Marketing.

While Cinco de Mayo isn't the Super Bowl, it is an event that may slightly change consumer behavior. Or will it? Much like Mexican-Americans may be celebrating their heritage today, instead of commemorating "the Mexican army's 1862 victory over France at the Battle of Puebla during the Franco-Mexican War," big events do increase consumer attention on brands they love because they're still mostly behaving the way they normally do. Americans just do more of what they were going to do on any given day, according to new research.

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