Diversity in Advertising: Broadening the Scope of Research Directions

By Jerome D. Williams; Wei-Na Lee et al. | Go to book overview

CHAPTER NINETEEN
The Case for Separation of Asian
American Ethnic Groupsas We
Consider Our Target-Market
Strategies
David W. Schumann
University of Tennessee
Jinkook Lee
Ohio State University
Kittichai Watchravesringkan
University of Arizona

As we use the term in marketing, “ethnicity” has been typically definedinterms of shared culture and background. Nationality, religion, physical attributes, geographic location, and other factors have been used to segment ethnic groups(Engle, Blackwell, &Minard, 1995). Banks (1981) suggested that an ethnic group could be defined as the sharing of a “common history, tradition, and sense of people hood” As it relates to the behavior of consumers, ethnic groupsare believed to differ in the types of information sources the y use, the types of options the y consider, and the types of stores the ypatronize(Delener &Neelankavil, 1990; Herche& Balasubramanian, 1994).

For manyyears, marketers, demographers, social psychologists, and other behavioral scientists have used broad categories to capture people of similar ethnic background. For example, in the United States, three broad categories have been used to represent the major ethnicminoritypopulations: African American, Asian, and Hispanic. Both marketing research ers and marketing strategists have focused on the se three broad categories as the y attempt to segment the population along

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