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The Effects Of Ethnicity, Ethnic Salience And Ethnic Identification On Consumers' Sources Of Information And Purchase Behavior, Patricia Wooten Humphrey
The Effects Of Ethnicity, Ethnic Salience And Ethnic Identification On Consumers' Sources Of Information And Purchase Behavior, Patricia Wooten Humphrey
Doctoral Dissertations
The purpose of this study was to determine if there were any significant differences in the search and purchase behavior between white and black consumers due to ethnicity, ethnic identification, ethnic salience and ethnic situation.
The sample was chosen from two universities, one predominately white, the other predominately black. Of the 360 questionnaires administered, 345 were usable. The sample was representative of the student population of each university with respect to age, gender, and ethnicity. Statistical techniques used were ANOVAs, t-tests and paired comparisons.
The findings indicate that ethnicity plays an important role in an individual's sources of information used …