The Ties That Bind: Being Black, Buying, and Hope (8:08)

This short ethnographic film was commissioned by Burrell Advertising as part of the 2007 Proctor & Gamble Ethnic Marketing Conference. The aim of Burrell Advertising was to acquire a “thirty thousand feet view” of African American consumption patterns and attitudes. The film shows that the African-American market comprises participants from a wide range of socioeconomic backgrounds who express diverse views regarding African-American consumption and representations in marketing. The market, therefore, appears highly heterogeneous, comprising numerous distinct market segments. The film suggests that an emerging trend worthy of future research is the interest by highly-educated African Americans in “marketing that targets healthy eating and healthy living”— themes which these consumers observe are notably lacking in contemporary marketing.

Citation:

Linden Dalecki (2009) ,"The Ties That Bind: Being Black, Buying, and Hope (8:08)", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 804-804.