Article2001

The Effects of Ethnicity and Product on Purchase Decision Making

98 citations0/0 files storedJournal of Advertising Research

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

ABSTRACT In this paper the authors investigate how ethnic consumers differ in their purchase decision making. They report on a study that examined the key decision influences (media authority, reference groups, and store image) for the three main ethnic consumer groups in the United States (blacks, Hispanics and whites), for the purchase of social clothes (an expressive buy) and small electronics (a functional buy). They conclude that the different groups display distinctly different decision patterns, and that advertisers should craft advertising strategies for particular ethnic groups for specific types of product.

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References

1982Reference Group Influence on Product and Brand Purchase Decisions 1992The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions 1991Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal 1986Exploring the Development of Store Images 1979Consumer Decision Making-Fact or Fiction?1986The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption 1968Determinant Buying Attitudes: Meaning and Measurement 1994Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective

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