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Black/White mixed-race persons' perc...

Munsch, Alison S.

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Black/White mixed-race persons' perceptions of multiculturalism and ethnic identity: Implications for consumer marketing.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Black/White mixed-race persons' perceptions of multiculturalism and ethnic identity: Implications for consumer marketing./
作者:	Munsch, Alison S.
面頁冊數:	188 p.
附註:	Source: Dissertation Abstracts International, Volume: 76-11(E), Section: B.
Contained By:	Dissertation Abstracts International76-11B(E).
標題:	Social psychology. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3712734
ISBN:	9781321897517

Black/White mixed-race persons' perceptions of multiculturalism and ethnic identity: Implications for consumer marketing.
Munsch, Alison S.

Black/White mixed-race persons' perceptions of multiculturalism and ethnic identity: Implications for consumer marketing. - 188 p.

Source: Dissertation Abstracts International, Volume: 76-11(E), Section: B.

Thesis (Ph.D.)--Saybrook University, 2015.

Multicultural Americans, specifically African, Hispanic, Asian and mixed race/ multicultural Americans are increasing in the United States population faster that the non-multicultural majority. Millennials represent a significant percentage of mixed race/multicultural Americans today. Multicultural Americans have economic clout and significant buying power (Census, 2012). Cultural intelligence is needed to inform marketing efforts to capture this buying power.

ISBN: 9781321897517Subjects--Topical Terms:

520219
Social psychology.

Black/White mixed-race persons' perceptions of multiculturalism and ethnic identity: Implications for consumer marketing.
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245 1 0 $a Black/White mixed-race persons' perceptions of multiculturalism and ethnic identity: Implications for consumer marketing.
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500 $a Source: Dissertation Abstracts International, Volume: 76-11(E), Section: B.
500 $a Adviser: Theopia Jackson.
502 $a Thesis (Ph.D.)--Saybrook University, 2015.
520 $a Multicultural Americans, specifically African, Hispanic, Asian and mixed race/ multicultural Americans are increasing in the United States population faster that the non-multicultural majority. Millennials represent a significant percentage of mixed race/multicultural Americans today. Multicultural Americans have economic clout and significant buying power (Census, 2012). Cultural intelligence is needed to inform marketing efforts to capture this buying power.
520 $a Existing literature (Morse, 2009, Mueller, 2008) outlines the cultural intelligence needed to develop impactful multicultural marketing communications for African Americans, Hispanic Americans and Asian Americans. However, there is a lack of information to inform effective marketing and advertising communication for mixed race/multiracial individuals. This qualitative study utilized semi-structured one on one participant interviews among Black/White, college educated, mixed race millennials with an overall mean age of 22. Thematic analysis was used to address the primary research question: What are mixed race persons' (of Black/White parentage) perceptions of the relationship among multiculturalism and ethnic identity and implications for consumer behavior and marketing? Seven (7) themes were derived from the interviews: (1) seen as not white and different; (2) acknowledgement of and comfort with Black/African American heritage; (3) desire for culturally specific products; (4) willing to pay and /or travel for cultural products/services; (5) discernment stereotypical marketing/advertising; (6) know your audience and use multiracial images in marketing communication and (7) conversations with other multiracial persons shape consumer behavior. With an emphasis on the humanistic psychological theoretical perspective and application (Maslow, 1943, Rogers, 1951); a contribution of this study is a demonstration of the importance of cultural intelligence when developing marketing and advertising to positively impact mixed race millennial who claim a Black/White mixed race identity. It found that marketing and advertising efforts demonstrating mixed race/multicultural consumer acceptance (i.e., positive regard) and empathy will have a better chance of capturing value, from the mixed race/multicultural consumer. A conclusion of this study is that from an organizational perspective, a shift from a pluralistic organizational structure, common in the United States, to a multicultural organizational structure (less common in the United States) will provide an optimal environment for the development of effective mixed race/multicultural marketing and advertising communication.
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