Abstract
A national mail survey was used to gather information from direct marketing television shoppers about their attitudes, motivations, social environment, and attributions about their shopping behaviors. Subcultural differences between Black, White and Hispanic shoppers were analyzed by means of multiple discriminant analysis. The data revealed more differences between Black and White shoppers than between Blacks and Hispanics or Hi-spanics and Whites.
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James, E.L., Harris, A.C. (2015). Subcultural Differences among Direct Marketing Television Shoppers. In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_12
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