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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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