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The effects of ethnicity, ethnic salience and ethnic identification on consumers' sources of information and purchase behavior

Humphrey, Patricia Wooten
Louisiana Tech Digital Commons · Papers
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african-americansconsumersethnicityinformationmarketingsociology
The purpose of this study was to determine if there were any significant differences in the search and purchase behavior between white and black consumers due to ethnicity, ethnic identification, ethnic salience and ethnic situation. The sample was chosen from two universities, one predominately whi
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