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Differences in Brand-Logo Size Prefe...

Ansari, Elliot.

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Differences in Brand-Logo Size Preferences Between Racial/Ethnic Groups.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Differences in Brand-Logo Size Preferences Between Racial/Ethnic Groups./
作者:	Ansari, Elliot.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	58 p.
附註:	Source: Masters Abstracts International, Volume: 83-02.
Contained By:	Masters Abstracts International83-02.
標題:	Psychology. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28543032
ISBN:	9798522932275

Differences in Brand-Logo Size Preferences Between Racial/Ethnic Groups.
Ansari, Elliot.

Differences in Brand-Logo Size Preferences Between Racial/Ethnic Groups. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 58 p.

Source: Masters Abstracts International, Volume: 83-02.

Thesis (M.A.)--San Jose State University, 2021.

This item must not be sold to any third party vendors.

The current study compared and explained differences in consumption behaviors among people of different racial/ethnic groups: White, Black, Hispanic, and Southeast Asian. Specifically, we analyzed racial/ethnic group preferences for brand-logo sizes on visually conspicuous products (t-shirts and hats). The fear of being negatively evaluated as a minority group member was examined to see if it predicted unique conspicuous consumption patterns across individual consumer groups. This research extended prior consumer tendency literature by trying to demonstrate a link between race/ethnicity and conspicuous consumption through the fear of being negatively evaluated because of one's racial/ethnic background. A final sample of 222 participants completed a survey that measured their preference for brand-logo sizes on products and how fearful they were of being negatively evaluated due to their race/ethnicity. Results showed that Non-White participants preferred bigger-brand logo sizes and were more fearful of being negatively evaluated than White participants. However, the fear of being negatively evaluated did not mediate the relationship between brand-logo size preferences and race as hypothesized. This research has broad implications for both understanding the role of culture in the marketing community as well as the economic consequences of minority group status.

ISBN: 9798522932275Subjects--Topical Terms:

519075
Psychology.
Subjects--Index Terms:

Socioeconomic status

Differences in Brand-Logo Size Preferences Between Racial/Ethnic Groups.
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520 $a The current study compared and explained differences in consumption behaviors among people of different racial/ethnic groups: White, Black, Hispanic, and Southeast Asian. Specifically, we analyzed racial/ethnic group preferences for brand-logo sizes on visually conspicuous products (t-shirts and hats). The fear of being negatively evaluated as a minority group member was examined to see if it predicted unique conspicuous consumption patterns across individual consumer groups. This research extended prior consumer tendency literature by trying to demonstrate a link between race/ethnicity and conspicuous consumption through the fear of being negatively evaluated because of one's racial/ethnic background. A final sample of 222 participants completed a survey that measured their preference for brand-logo sizes on products and how fearful they were of being negatively evaluated due to their race/ethnicity. Results showed that Non-White participants preferred bigger-brand logo sizes and were more fearful of being negatively evaluated than White participants. However, the fear of being negatively evaluated did not mediate the relationship between brand-logo size preferences and race as hypothesized. This research has broad implications for both understanding the role of culture in the marketing community as well as the economic consequences of minority group status.
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