Abstract
Behavioral scientists have noted an increasing emphasis on ethnicity and ethnically defined identities among diverse social groups. The relationships between ethnicity and two concepts central to the innovation diffusion paradigm - opinion leadership and innovativeness - are empirically investigated within the Black American subculture. Tests on seven hypotheses derived from prior research on black-white consumption patterns reveal significant differences in the correlates of these two diffusion contracts which appear to be attributable to both ethnic and socioeconomic influences.
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© 2016 Academy of Marketing Science
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Hirschman, E.C. (2016). Black Ethnicity, Opinion Leadership and Innovativeness. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_4
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DOI: https://doi.org/10.1007/978-3-319-16934-7_4
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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