Generational Status As a Boundary Condition For Minority Targeting Strategies

Anne-Sophie I. Lenoir, Rotterdam School of Management, Erasmus University, The Netherlands
Stefano Puntoni, Rotterdam School of Management, Erasmus University, The Netherlands
Americus Reed II, University of Pennsylvania, USA
Peeter Verlegh, University of Amsterdam, The Netherlands
Second-generation minority consumers differ from their parents in their acculturation experience. We highlight the role of generational status as a boundary condition for standard minority targeting practices and show its consequences for the effectiveness of two important minority targeting strategies: priming ethnic identity and featuring models of the same ethnicity.
[ to cite ]:
Anne-Sophie I. Lenoir, Stefano Puntoni, Americus Reed II, and Peeter Verlegh (2013) ,"Generational Status As a Boundary Condition For Minority Targeting Strategies", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.