Marketing Financial Services to the African-American Consumer: A Comparative Analysis of Investment Portfolio Composition
研究非裔美国消费者在金融产品选择上的独特模式，发现其较少投资高风险高回报资产导致财富积累较慢，并为营销者提供针对性建议。
This study profiles the changing demographics and unique consumption patterns of the African-American consumer segment of the financial services market. When it comes to the selection and purchase of financial products and services, African-American consumers differ markedly from their white counterparts. This is especially apparent in the case of relatively high-risk, high-return financial assets, resulting in a diminished rate of wealth accumulation over time in black households. This article offers suggestions to marketers seeking to render more effective service to this attractive and growing segment of the financial services marketplace. For example, promotional materials should reflect the key role of African-American women in determining household consumption patterns. Moreover, successful marketing to African-American households requires a strong educational component.