U.S. Multicultural Marketing: Towards an Ethnic Identity Scale

J.P. James, Rutgers University, USA
Segmentation by ethnic identity presents an emic and subjective method to examine U.S. multicultural consumer behavior relative to targeted marketing communications. This study proposes a scale of ethnic identity - inspired by Hofstedeā€™s Dimension of Culture but draws on Self-Identity Theory, tested against the Theories of Intercultural Accommodation and Social Class.
[ to cite ]:
J.P. James (2014) ,"U.S. Multicultural Marketing: Towards an Ethnic Identity Scale", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 788-788.