Black ethnicity and innovative communication
Journal of the Academy of Marketing Science · 1980 · Volume 8 · Issue 1
Abstract
Behavioral scientists have noted an increasing emphasis on ethnicity and ethnically defined identities among diverse social groups. The relationships between ethnicity and a concept central to the innovation diffusion paradigm—innovative communication—are empirically investigated within the Black American subculture. Tests of seven hypotheses derived from prior research on black-white consumption patterns reveal significant differences in the correlates of this diffusion construct which appear to be attributable to both ethnic and socioeconomic influences.
Keywords
Credit Card, Opinion Leadership, Consumer Research, Innovation Diffusion, American Market Association
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