An Assessment of the Impact of Racially Homogeneous Reference Groups on Strength of Ethnic Affiliation for Black Consumers
作者： Suresh Gopalan , R. Nicholas Gerlich
DOI: 10.1007/978-3-319-17386-3_3
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摘要: Marketing theory posits that individual values, attitudes, and beliefs are strongly influenced by reference groups. In this exploratory study of 98 Black students, we examined the impact racially homogeneous heteregenous groups on strength affiliation with culture using Whittler et al.'s (1991) 13-item Identification Culture scale. We did not find any significant differences in mean scores scale between black respondents associated similar those heteregeneous
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