The Influence of Consumer Socialization Variables on Attitude Toward Advertising: A Comparison of African-Americans and Caucasians

Bush, Alan J.; Smith, Rachel; Martin, Craig
September 1999
Journal of Advertising;Fall99, Vol. 28 Issue 3, p13
Academic Journal
Using the theory of consumer socialization, the authors explore factors that might shape attitudes toward advertising for African-American and Caucasian young adults. Though the African-American market is growing in importance to advertisers, little if any research has explored African-American perceptions of advertising. The theory of consumer socialization provides a conceptual framework for investigating variables that might influence attitudes toward advertising. African-American and Caucasian young adults were surveyed on various consumer socialization variables. Parental communication, peer communication, mass media, gender, and race were found to be related significantly to attitudes toward advertising. African Americans watched more TV and had more positive attitudes toward advertising than their Caucasian counterparts.


Related Articles

  • MULTICULTURAL MARKETING AND CONSUMER WELL-BEING IN UNDERSERVED HISPANIC NEIGHBORHOODS. Chavez, Ruth; Holloway, Madison; Perez, Rocio // International Journal of Social Health Information Management;Summer2012, Vol. 5 Issue 11, p18 

    Substantial evidence suggests inadequate access and consumption of nutritious foods such as fresh fruits and vegetables combined with a poor diet of convenient processed fast foods lead to obesity and present a myriad of serious health consequences that impair an individual's quality of life. In...

  • The Ghetto Marketing Life Cycle: A Case of Underachievement. Andreasen, Alan R. // Journal of Marketing Research (JMR);Feb1978, Vol. 15 Issue 1, p20 

    The author describes the life cycle of research on ghetto marketing and concludes that the contribution has been too little, too trivial, and too late. Recommendations for further research as well as intervention in the research generation process are presented.

  • Nuances Attract African-American Consumers. Liebmann, Wendy; Corlett, Candace // Souvenirs, Gifts, & Novelties;Nov/Dec2005, Vol. 44 Issue 8, p93 

    The article focuses on the characteristics of African-American shoppers in the U.S. according to the findings of PULSE surveys conducted throughout 2005. It describes the attitude of African-Americans toward purchasing and spending. It also cites examples of how African-Americans prioritize...

  • Deceived or Not Deceived: How Food Consumers Perceive Deception. Held, Johanna; Germelmann, Claas Christian // Advances in Consumer Research;2014, Vol. 42, p313 

    The article discusses research that investigated the conditions under which consumers are able to detect deceptive claims in food marketing. Topics covered include the effects of deceptive claims that have been uncovered versus those that go unnoticed, the hypothesis that deception is...

  • The Portrayal of African-Americans in Business-To-Business Direct Mail: A Benchmark Study. Stevenson, Thomas H.; Swayne, Linda E. // Journal of Advertising;Fall99, Vol. 28 Issue 3, p25 

    The purpose of this article is to extend latitudinally the stream of research regarding racial minorities in industrial advertising and to provide a benchmark for future longitudinal studies. It utilizes content analysis to examine business-to-business direct mail advertising depiction of...

  • The Florida Classic: Performing African-American Community. Stamps, Miriam B.; Arnould, Eric J. // Advances in Consumer Research;1998, Vol. 25 Issue 1, p578 

    Through description of an economically significant community-based, consumption performance, the Florida Classic football bowl week-end, the authors discuss performative mechanisms employed to create and sustain a community little discussed in consumer research: an African-American middle class....

  • 'Tis the Reason. Williams-Harold, Bevolyn; Smith, Eric C. // Black Enterprise;Dec99, Vol. 30 Issue 5, p28 

    Presents the results of a survey on how African Americans spend their holiday dollars. Holiday purchasing decisions of African Americans; Critical issues Americans feel companies need to address.

  • AD SKEPTICISM. Obermiller, Carl; Spangenberg, Eric; MacLachlan, Douglas L. // Journal of Advertising;Fall2005, Vol. 34 Issue 3, p7 

    Three studies investigated the effects of consumer skepticism toward advertising on responses to ads. Consumer skepticism, defined as the tendency toward disbelief of advertising claims (Obermiller and Spangenberg 1998), is measured in each study and then related to various measures of...

  • Niche malls: Innovation for an industry in decline. Shermach, Kelly // Marketing News;2/26/96, Vol. 30 Issue 5, p1 

    This article presents information on the development of shopping malls in the U.S., specifically geared towards attracting workingwomen and African Americans. Kristen Thompson, project manager at Shops at Somerset Square, Glastonbury, Connecticut, oversees the open-air center that targets...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics