Marketing to Heterogeneous Black Consumers

Bureau of the Census, “Growing Retail Market Seen in Joint Survey of Nation's Minorities,” Commerce Today (August 1971), pp. 18–20.

Ibid.

Spratlen Thaddeus H. , “The Black Economy in the 1970's: Prospects for Growth and Development,” Paper presented to the Symposium on the State of the Black Economy (Chicago: June 4, 1971).

Sexton Donald E. Jr. , “Black Buyer Behavior,” Journal of Marketing (October 1972), pp. 36–39.

Bureau of the Census, loc. cit.

Van Tassel Charles , “The Negro as a Consumer—What We Know and What We Don't Know,” AMA Proceedings (June 1967), pp. 166–70; and Bennett Peter D. Kassarjian Harold J. , Consumer Behavior (Englewood Cliffs: Prentice-Hall, 1972), pp. 125–26; and Caruth Donald L. Barry Thomas E. , “The Black Consumer,” Mac/Western Advertising (September 2, 1969), pp. 25–26.

Bauer Raymond S. Cunningham Scott M. Wortzel Lawrence H. , “The Marketing Dilemma of Negroes,” Journal of Marketing (July 1965), pp. 1–6.

See Wall Kelvin A. , “Positioning Your Brand in the Black Market,” Advertising Age (June 18, 1973), pp. 71+.

Majgard J. P. , “Negro Market—Fact or Fiction?” California Management Review (Fall 1971), pp. 71–80.

Bureau of the Census, loc. cit.; also, Gensch Dennis H. Staelin Richard , “The Appeal of Buying Black,” Journal of Marketing Research (May 1972), pp. 141–48.

Goodman Charles S. , “Do the Poor Pay More,” Journal of Marketing (January 1968), pp. 18–24; Caplovitz David , The Poor Pay More (Glencoe: The Free Press, 1963); and Gensch Staelin , ibid.

See “Why the Negro Market Counts” Business Week (September 2, 1967); Report of the National Advisory Commission on Civil Disorders (New York: Bantam Books, 1968); Tolley Stuart B. Goett John J. , “Reactions to Blacks in Newspaper Ads,” Journal of Advertising Research (April 1971), pp. 11–17; “Ad Men Straddle Color Line,” News Front (February 1966); Barry Thomas E. Hansen Richard , “How Race Affects Children's TV Commercials,” Journal of Advertising Research (October 1973), pp. 63–67; Freeberg J. , “Purex Launches Ads in Ebony in Test of Subtleties of Negro Marketing,” Advertising Age (February 1, 1965); Gould John W. Sigband Norman B. Zoerner Cyril E. Jr. , “Black Consumer Reactions to ‘Integrated Advertising’: An Exploratory Study,” Journal of Marketing (July 1970), pp. 20–26; League Raymond A. , “Be Subjective in Evaluating Negro Media,” Media Scope (August 1969), pp. 18–19.

Engel James F. Kollat David T. Blackwell Roger D. , Consumer Behavior (New York: Holt, Rinehart and Winston, Inc., 1968), pp. 613–29.

Cohen Dorothy , “Advertising and the Black Community,” Journal of Marketing (October 1970), pp. 3–11.

Hills Gerald E. Granbois Donald H. Patterson James M. , “Black Consumer Perceptions of Food Store Attributes,” Journal of Marketing (April 1973), pp. 47–57.

Bauer Raymond S. Cunningham Scott M. , Studies in the Negro Market (Cambridge, Mass.: Marketing Science Institute, 1970).

Bauer Cunningham Wortzel , loc. cit.

Durkhiem Emile , Suicide, translated by Spaulding John Simpson George (Glencoe: The Free Press, 1949), p. 253.

Merton Robert , Social Theory and Social Structure (Glencoe: The Free Press, 1949), p. 128.

Cohen , loc. cit.

Irelan Lola (ed.), Low Income Life Styles, U.S., Department of Health, Education and Welfare, Welfare Administration Division of Research, 1967, p. 7.

LeShan Lawrence , “Time Orientation and Social Class,” Journal of Abnormal and Social Psychology (1952), pp. 589–92.

Teahan John , “Future Time Perspective, Optimism and Academic Achievement,” Journal of Abnormal and Social Psychology (November 1958), pp. 379–80.

Ibid., p. 3.

Lee Beatrice , Project: School Dropouts, National Educational Association, Washington, D.C., April 1963.

Komarovsky Mirra , “Class Differences in: Family Decision-Making on Expenditures,” in Research in Consumer Behavior, edited by Kollat David T. Blackwell Roger D. Engel James F. (New York: Holt, Rinehart and Winston, 1970), pp. 503–10.

Stafford James , “Effects of Group Influence on Consumer Brand Preferences” Journal of Marketing Research (February 1966), pp. 68–75.

Bureau of the Census, loc. cit.

Steigman Joseph , “The Deserted Family,” Social Case Worker (April 1957), pp. 167–71.

Irelan Lola , loc. cit.

Rainwater Lee Coleman R. Handel G. , Working Man's Wife (New York: Oceana Publications, 1959), pp. 7–10.

Ibid.

Reiser R. , “Shared Consumer Attitudes as Key to Segmenting Markets,” Advertising Age (December 19, 1966).