Current Research on Subcultures and Low-Income Consumers

Frederick D. Sturdivant, Ohio State University
[ to cite ]:
Frederick D. Sturdivant (1974) ,"Current Research on Subcultures and Low-Income Consumers", in NA - Advances in Consumer Research Volume 01, eds. Scott Ward and Peter Wright, Ann Abor, MI : Association for Consumer Research, Pages: 126.

Advances in Consumer Research Volume 1, 1974    Page 126


Frederick D. Sturdivant, Ohio State University

Chairman, Subcultures and Minorities Workshop

For many years, marketing scholars have studied various aspects of market structures, business practices, and consumer behavior as they relate to low-income and minority groups. Until the early Sixties, however, such studies were infrequent and it was Impossible to identify a group of scholars who had a serious and long-range professional interest in conducting research in this area.

One of the principal objectives of the Subcultures Workshop at the November, 1973 ACR Conference was to bring together as many members of this group as possible. Rather than developing the workshop around two or three research papers, the session was devoted to the circulation of a preliminary compilation of ongoing research In the field and a discussion of problem areas, methodologies, and new areas for exploration.

The following abstracts suggest the scope and diversity of the most current research on minority and low-income consumers. The compilation does not include published books, monographs, or articles. There are a number of sources of such bibliographical data including the references for "Subculture Theory: Poverty, Minorities, and Marketing" in Scott Ward and Thomas Robertson (eds.), Consumer Behavior: Theoretical Foundations (Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1973).

The list of conference participants and others who contributed to the compilation also reflects considerable diversity. It is clear that the subject is of interest not only to academicians but to people in business and government as well.

While there are doubtless a number of omissions from both the research abstracts and the list of individuals, it is hoped that this compilation will facilitate an exchange of ideas and information and create a greater sense of community within the field.