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

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.



Citation:

J.P. James (2014) ,"U.S. Multicultural Marketing: Towards an Ethnic Identity Scale", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 788-788.

Authors

J.P. James, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making

Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium

Read More

Featured

How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising

Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA

Read More

Featured

E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.