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Middle‐class black consumers and intensity of ethnic identification
Author(s) -
Williams Jerome D.,
Qualls William J.
Publication year - 1989
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220060404
Subject(s) - socioeconomic status , ethnic group , metropolitan area , middle class , psychology , identity (music) , identification (biology) , class (philosophy) , advertising , social class , social psychology , sociology , demography , geography , political science , business , computer science , art , population , botany , archaeology , artificial intelligence , anthropology , law , biology , aesthetics
This article reports on an empirical study analyzing the differences between black (buppies) and Anglo (yuppies) middle‐class consumers responding to advertising featuring celebrity endorsers. Particular attention is given to variability within the black consumer segment by examining intensity of identification and socioeconomic status. Using a laboratory experiment, 160 subjects were drawn from a large metropolitan area. The implications are that while black consumers who have moved up the socioeconomic ladder have similar responses to their Anglo counterparts, they should not necessarily be viewed as having lost strong ethnic identity.