Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...

This paper attempts to construct a theoretical model identifying the functional locations of market segmentation variables including race and ethnicity using a psychoanalytic approach, and subsequently propose a Dual-Status model depicting how one can be considered as sport customers versus...

As culinary tourism becomes a trend in tourism, many countries pay attention to develop the gastronomic part of the attractions in destinations. Countries such as Thailand, Taiwan, Malaysia and South Korea support their ethnic restaurants abroad as one of marketing strategies to promote culinary...

In an experiment conducted in South Africa, we show that perceptual differences between the self and other that underlie third person effects have not only magnitude (e.g., third person effects increase as perceived self-other differences increase), but also valence. Specifically, individuals...

Research into the influence of model ethnicity on advertising effectiveness usually compares a dominant or mainstream group with a single, ethnically distinctive minority group. Such two-group studies implicitly assume that all minorities react similarly to distinctive and non-distinctive models...

This paper examines the impact of racial minority representation on advertising effectiveness. We do this by first assembling data on 10 million mortgage refinance loans, along with data on TV advertisements for mortgage refinance. We construct a measure of minority representation from video ads...

Upon arrival in the host country, immigrants undergo a fundamental identity crisis. Their ethnic identity being questioned, they can be classified into four states assimilation, integration, separation and marginalization. This is suggested by the ethnosizer, a newly established measure to...

Upon arrival in the host country, immigrants undergo a fundamental identity crisis. Their ethnic identity being questioned, they can be classified into four states - assimilation, integration, separation and marginalization. This is suggested by the ethnosizer, a newly established measure to...

The paper provides a new measure of the ethnic identity of immigrants and explores its evolution in the host country. The ethnosizer, a measure of the intensity of a person's ethnic identity, is constructed from information on the following elements: language, culture, societal interaction,...

The paper explores the evolution of ethnic identities of two important and distinct immigrant religious groups. Using data from Germany, a large European country with many immigrants, we study the adaptation processes of Muslims and Christians. Individual data on language, culture, societal...