Cross‐cultural consumer socialization: An exploratory study of socialization influences across three ethnic groups

Abstract

AbstractAccording to the recent 2000 U.S. Census, the ethnic population in America reached almost 80 million people. However, there is limited research to show how ethnic consumers seek market information and how susceptible they are to different types of personal and media influences. An attempt is made in this study to present a cross‐cultural comparison of ethnic consumer socialization influences. The results of the study indicate that Asian American, Hispanic, and African American young adults significantly differ in their susceptibility to different socialization influences. © 2003 Wiley Periodicals, Inc.