The Effects of Ethnicity and Product on Purchase Decision Making
研究了美国三大种族群体（黑人、西班牙裔、白人）在购买社交服装和小型电子产品时的决策差异，发现不同群体有不同决策模式，广告应针对特定种族和产品类型定制策略。
<h3>ABSTRACT</h3> In this paper the authors investigate how ethnic consumers differ in their purchase decision making. They report on a study that examined the key decision influences (media authority, reference groups, and store image) for the three main ethnic consumer groups in the United States (blacks, Hispanics and whites), for the purchase of social clothes (an expressive buy) and small electronics (a functional buy). They conclude that the different groups display distinctly different decision patterns, and that advertisers should craft advertising strategies for particular ethnic groups for specific types of product.