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At last--in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers.What's Black About It? presents historical, psychological, and cultural influences that delve far deeper into the Black experience than the demographics that are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers.Other ethnic marketing books may include a general chapter or two on Black consumers. What's Black About It? focuses on African-American consumers and engages you with bold graphics, pop-culture sidebars, insights from focus groups, and examples from current advertising and marketing campaigns.
This dissertation uses the Health Belief Model (HBM) to examine the influence of perceived seriousness, susceptibility, benefits, barriers, self-efficacy and cues to action on purchase intention toward natural and organic beauty products. This study aims to determine the likelihood of black women purchasing natural and organic products as a health-promoting behavior. A multimethod netnography was conducted using three methods. First, an online survey was conducted with 161 participants recruited in online beauty groups. Second, an online focus group was conducted with 11 of the survey participants. Then, social media mining was conducted as a supplemental data collection method. Pearson's correlation and multiple regression analysis were used to test the relationships among the variables in the quantitative study. Focus groups were analyzed using grounded theory coding methods. The results indicate that each construct of the HBM positively influenced purchase intentions toward natural and organic beauty products except for perceived barriers, which has a significant negative relationship to purchase intention. Lifestyle and perceived benefits were included in the best predictor model for each all product types except nail products. Knowledge and cues to action predictors were added to the best model for skin care and body care. Self-efficacy and perceived barriers were additional predictors of nail products. In addition to analyzing each HBM construct within the focus group data, an additional six themes emerged from the data to explain purchase intentions. This study suggests that beauty product manufacturers should develop affordable and accessible ethnic beauty product lines, educational programs and marketing strategies that emphasize health, natural and organic ingredients and product safety to address the specific needs and skin tones of black women. This study provides valuable insight into black women's consumer behavior regarding natural and organic beauty products by examining their health beliefs, relevant cues to action, knowledge, lifestyle and level of self-efficacy as factors that influence purchase intentions. Furthermore, this study extends the application of the HBM to the field of eco-beauty merchandising studies.
"The consumer journey, or path to purchase, finds a logical end at the purchase point. But where does the journey begin? Unlike in times past, the start was pretty easy to pinpoint. While it starts where consumers learn about products, the ways in which we learn about products are far more varied, ranging from advertising, the recommendations of friends, family and online communities, as well as our own research. For Black consumers, who command $1.3 trillion in annual buying power, much of that product discovery takes place on mobile devices. That doesn't mean, however, that they tune out traditional channels. After all, Black consumers love all forms of media, and they spend more time than the total population with media on traditional platforms like TV and radio. The key to engaging with Black consumers is reaching them as they research and discover the products they need. So how do Black consumers arrive at their purchase decisions? More than other consumers, family and culture are the primary purchase influencers among Black consumers. African Americans are also more likely than the total population to say that they would spend more on a product that aligns with the image they want to convey. But Black consumers aren't just focused on themselves. They’re also conscious shoppers, as they seek brands that support causes they care about, and that develop advertising that features Black talent. To meet these consumers where they are and with products they’re looking for, companies must align their brands with Black consumer concerns."--
Although there has been much research regarding the portrayals of African Americans in Advertising, the central focus has been on categorizing this race as a physiologically homogeneous group. In other fields of research such as, psychology and sociology, there is a stream of study that investigates differentiations in how Blacks are perceived by others based on variations in skin tone within the spectrum of this race. This research suggests that examining skin tone within race may provide a more accurate insight into the effect that ethnicity plays on interacting factors. The focus of this dissertation, therefore, is to extend this research focus on skin tone to the field of Advertising. Specifically, this study examines whether the skin tone of a Black model in an advertisement affects specific outcome measures of advertising: attitude towards the ad (Aad), attitude towards the product (Aprod), attitude towards the model (Amod), and purchase intent (PI). In order to formulate predictions and explain the possible findings of this study, two competing frameworks, hegemony and ethnic identity, were examined. According to the framework of hegemony, people adopt the social standard set by the dominant group and in this case would, in turn, prefer a "lighter" Black model. However, according to research on ethnic identity, a person's level of ethnic identity dictates preference for members of their group. In other words, not all members of a group would necessarily prefer the "light" Black model. Specifically for African Americans, preference would hinge on their level of ethnic identity. This study employed three independent variables and four dependent variables. Skin tone served as the main independent variable of interest in this analysis. It was manipulated for the purposes of this study by featuring a Black model in an ad whose skin tone was altered to produce a "light" and a "dark" version of the same model. The products used in the advertisements were based upon the other two independent variables, realm of consumption and cultural relevance. These variables, which will be explained in further detail in this manuscript, provided a basis for understanding the role that reference group effect has on the resulting outcomes. The four dependent variables that were observed in this study were the advertising outcome measures. To determine if differences existed among the treatment groups, a two-way ANOVA was conducted, with eight condition groups in the 2x2x2 design. Approximately 480 subjects from two southwestern universities took a web based survey that was designed to gather the data analyzed in this study. The results of the study found a significant relationship between skin tone and attitude towards the model. According to the study, more favorable attitudes were formed when the Black model's skin tone was "light" as opposed to when the Black model's skin tone was "dark." In terms of the competing theoretical models presented, generally, people felt more favorable towards the "light" model, suggesting that hegemony dictates consumer attitude formation. Ethnic identity did, however, play a significant role in the attitude towards the Black model with Black participants, with strong ethnic identifiers feeling more positively towards the dark model than those Black participants lower in ethnic identification.
Despite African Americans' nearly $500 billion collective annual spending power, surprisingly little attention has been devoted to the ways U.S. businesses have courted black dollars in postslavery America. Desegregating the Dollar presents the first fully integrated history of black consumerism during the last century.
This Palgrave Pivot offers a history of and proof against claims of "buying power" and the impact this myth has had on understanding media, race, class and economics in the United States. For generations Black people have been told they have what is now said to be more than one trillion dollars of "buying power," and this book argues that commentators have misused this claim largely to blame Black communities for their own poverty based on squandered economic opportunity. This book exposes the claim as both a marketing strategy and myth, while also showing how that myth functions simultaneously as a case study for propaganda and commercial media coverage of economics. In sum, while “buying power” is indeed an economic and marketing phrase applied to any number of racial, ethnic, religious, gender, age or group of consumers, it has a specific application to Black America.
What does it mean to be young, poor, and black in our consumer culture? Are black children "brand-crazed consumer addicts" willing to kill each other over a pair of the latest Nike Air Jordans or Barbie backpack? In this first in-depth account of the consumer lives of poor and working-class black children, Elizabeth Chin enters the world of children living in hardship in order to understand the ways they learn to manage living poor in a wealthy society. To move beyond the stereotypical images of black children obsessed with status symbols, Chin spent two years interviewing poor children in New Haven, Connecticut, about where and how they spend their money. An alternate image of the children emerges, one that puts practicality ahead of status in their purchasing decisions. On a twenty-dollar shopping spree with Chin, one boy has to choose between a walkie-talkie set and an X-Men figure. In one of the most painful moments of her research, Chin watches as Davy struggles with his decision. He finally takes the walkie-talkie set, a toy that might be shared with his younger brother. Through personal anecdotes and compelling stories ranging from topics such as Christmas and birthday gifts, shopping malls, Toys-R-Us, neighborhood convenience shops, school lunches, ethnically correct toys, and school supplies, Chin critically examines consumption as a medium through which social inequalities -- most notably of race, class, and gender -- are formed, experienced, imposed, and resisted. Along the way she acknowledges the profound constraints under which the poor and working class must struggle in their daily lives.