Abstract
This study compares social insecurity among members of racial/ethnic subcultures within U.S. society to that same characteristic among ethnic majorities and likewise compares minority vs. majority choices of nationally advertised brands over their private label counterparts. The study, building on the preference of ethnic minorities for national brands found by Dhar and Hoch (1997), tests the overall idea that the social meaning of such brands, derived at least in part from advertising, plays a role. Data from a simulated shopping exercise are employed to test the influence of status insecurity and of minority ethnicity/race on preference for nationally advertised brands, with positive results.
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