PT  - JOURNAL ARTICLE
AU  - Youn-Kyung Kim
AU  - Jikyeong Kang
TI  - The Effects of Ethnicity and Product on Purchase Decision Making
AID  - 10.2501/JAR-41-2-39-48
DP  - 2001 Mar 01
TA  - Journal of Advertising Research
PG  - 39--48
VI  - 41
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/41/2/39.short
4100  - http://www.journalofadvertisingresearch.com/content/41/2/39.full
SO  - J Advert Res2001 Mar 01; 41
AB  - 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.