Minority Marketing: Research Perspectives for the 1990s: Proceedings of the 1993 Minority Marketing Congress

Front Matter....Pages i-xi
Marketing Strategies for Reaching Minority Markets....Pages 1-7
Redefining Ethnic Market Segmentation: A Review of Ethnic Consumer Behavioral Marketing Blunders and Ways to Avoid them....Pages 8-12
An Assessment of the Impact of Racially Homogeneous Reference Groups on Strength of Ethnic Affiliation for Black Consumers....Pages 13-17
Initial Impressions in the Retail Buyer-Seller Dyad: An Analysis of Black Shoppers....Pages 18-22
The Effects of Ethnicity and Income on the Reported Importance of Selected Retail Store Evaluative Criteria....Pages 23-28
Promoting to Minorities: A Normative Perspective....Pages 29-32
Media Usage and the Buying Behavior of Hispanics....Pages 33-36
The Impact of Promotional Offers on the African American Consumer....Pages 37-41
Uptown Cigarettes: A Comparison of Media Treatments in the African American Market and the General Market....Pages 42-47
An Empirical Investigation of the Impact of Viewers\' Race on their Association of Celebrities in Television Advertising....Pages 48-52
An Analysis of Frequency Portrayal of Minority Models in Magazine Advertisements....Pages 53-58
A Selected Bibliography on Marketing to African Americans and Hispanics Since the Late 1970s....Pages 59-62
The Effect of Ethnic Acculturation on Advertising Perceptions: an Investigation of Mexican-American Consumers....Pages 63-67
Segmenting the Asian American Consumer Market: an Acculturation Approach....Pages 68-72
Marketing Strategies For Asian-Americans: Guidelines Based on Hofstede\'s Cultural Dimensions....Pages 73-77
Three Attitudinal Factors of Native American Purchase Behavior: a Study of the Plains Indian Consumer of North Dakota....Pages 78-80
An Examination of the Ethical Dispensation of Health Care in the United States....Pages 81-85
Racial Differences in Patronage Behavior to a Museum of Fine Arts....Pages 86-89
Employment Status as a Basis of Segmentation of Female Consumers\' Adaptive Shopping Behavior....Pages 90-94
Societal Influences on Schematic Processing in the Service Encounter: Directions For Study....Pages 95-99
Marketing Credit/Mortgage Services in Under Served Markets: a Public Policy Perspective....Pages 100-103
Business Social Responsibility: Mortgage and Credit Marketing in Low-Income Communities....Pages 104-108
Back Matter....Pages 109-113
....Pages 115-115