Abstract
The main aim of this paper is to gain a deeper understanding of consumers’ attitudes towards advertising in general by comparing the African immigrant consumer group in the United States and a control group. Following Shavitt et al.’s (1998) study on “Whites and non-Whites” attitude towards advertising, the African immigrant consumer group is compared with a control group (i.e., non-African immigrants) to enhance appropriate contextual comparison (see also Shavitt et al. 1998).
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Blankson, C. (2018). African Immigrant Consumers’ Attitude Towards Advertising in General and Impact on Buying Decisions: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_21
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DOI: https://doi.org/10.1007/978-3-319-68750-6_21
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Online ISBN: 978-3-319-68750-6
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