Table Of ContentDevelopments in Marketing Science:
Proceedings of the Academy of Marketing Science
Editor
Robert L. King
Minority Marketing:
Issues and Prospects
Proceedings of the 1987 Minority Marketing Congress
Minority Marketing: Issues and Prospects
Developments in Marketing Science: Proceedings
of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Robert L. King Editor
Minority Marketing: Issues
and Prospects
Proceedings of the 1987 Minority
Marketing Congress
Presented by the Academy of Marketing Science,
The Citadel, and North Carolina A & T State University
Greensboro, North Carolina
November 12-14, 1987
Editor
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SPECIAL ACKNOWLEDGEMENTS
MINORITY MARKETING: ISSUES AND PROSPECTS rep Research Methodologies
resents the Academy of Marketing Science's first Lee Meadow (Bentley College)
focused conference program effort in this field of Special Sessions
significant concern and inquiry. The purpose of Joel Saegert (University of Texas at San
the conference was to assimilate and enhance knowl Antonio)
edge of minority marketing practices, and to im
prove the general ability to market to minorities.
Initial indicators of the success of the con ACADEMY OF MARKETING SCIENCE OFFICERS
ference include active participation of about 70
registrants from across the United States and Cana President
da, and the presentation of more than 40 diverse Roger Jenkins (University of Tennessee)
research papers, most of which are included in Executive Vice President/Director
these Proceedings. Further indication of the con Harold W. Berkman (University of Miami)
ference's success will come in the future, as new Vice President for Programs
researchers are encouraged to enter this field of John Mentzer (Virginia Tech)
inquiry, and as the resulting body of knowledge is Vice President for Publications
expanded. Bill Lundstrom (Old Dominion University)
Vice President for Membership-USA
The conference was the end product of much Roy D. Adler (Pepperdine University)
time and effort on the part of many individuals, Vice President for Membership-Canada
only a few of whom are named here. The conference Peter Banting (McMaster University)
committee included the following people: Vice President for Membership-International
Mai Antilla (Helsinki School of Economics)
Program Chairperson: Vice President for Academic Affairs
A. Coskun Samli (Virginia Tech) Subhash Jain (University of Connecticut)
Vice President for Development
Program Co-Chairpersons: Rebecca Yates (University of Dayton)
Robert L. King (The Citadel) Vice President for Publicity and Public Relations
Japhet Nkonge (North Carolina A&T State Uni Paul Thistlethwaite (Western Illinois Univer
versity) sity)
Vice President for Finance and Treasurer
Track Chairpersons: Robert L. King (The Citadel)
Non-Profit Marketing and Minorities Secretary
Sundar Fleming (South Carolina State Uni L. Lynn Judd (California State University
versity) San Bernadino)
Advertising and Other Types of Promotion
Joseph Sirgy (Virginia Tech) BOARD OF GOVERNORS
Minority Consumer Behavior
William Wilkinson (Governors State Uni Chairman
versity), and Jay D. Lindquist (Western Michigan University)
Marcus Alexis (University of Illinois, Other Members
Chicago Circle) Constance Bates (Florida International Uni-
Pricing and Marketing Analysis versity)
Mary K. Erickson (Southwest Texas State V. V. Bellur (Niagara University)
University), and Michael Czinkota (Georgetown University)
Karen Walker (Southwest Texas State Uni Kent L. Granzin (Virginia Tech)
versity) Jon Hawes (University of Akron)
Inner City Enterprise Marketing and Entrepre Stanley Hollander (Michigan State University)
neurship David Kurtz (Seattle University)
C. B. Claiborne (North Carolina A&T State Bert Rosenbloom (Drexel University)
University), and Stanley J. Shapiro (Simon Fraser University)
Jerry Hills (University of Illinois at Mary Ann Stutts (Southwest Texas State Univer-
Chicago) sity)
Product Planning and Management Julian Vincze (Rollins College)
Sayeste Daser (Wake Forest University),
and
Edward Easely (Wake Forest University) SPECIAL APPRECIATION ...
Consumer Protection Information and Ethical .•• TO The Citadel and to North Carolina A&T State
Issues University for their financial and logistical sup
Robert Davis (North Carolina A&T State) port of the conference.
v
Program
The First Conference on ·Minority Marketing
November 11. 1987
(Courtyard Room)
For early arrivers
Registration and Reception
5:30-7:30 PM
November 12. 1987 -9:15-10:00 AM
(Terrace and Pallo Room)
Welcome and Introduction
A. Coskun Samli, Robert L. King and Japhel Nkonge
10:15-12:00 AM Plenary Session
Chair: A. Coskun Samli, Virginia Tech
·Macro Consumption Patterns of Black American Households·
William Lazer and Eric Shaw, Florida Atlantic University
•problems Associated with Treating the Elderly As a Homogeneous Market·
H. Lee Meadow, Bentley College
"How to Enhance the Quality of Life of the Poor? The Marketing of Social Mobility Services·
M. Joseph Slrgy, Virginia Tech
12:15-1:45 PM Luncheon
November 12, 1987 CONCURRENT SESSIONS -2:00-3:45 PM
(Courtyard Room)
Title: Consumer Behavior I -Differences and Measurement Issues
Chair: Robert L. King, The Citadel
"Determining Black EKpenditure Patterns Using Elasticity Coefficients: Developing a Profile·
Wayne C. Lindhart, Lincoln University of Missouri
·The Notion or Social Class and the Minority Buyer•
Hudson P. Rogers, University of Southwestern Louslana
Reginald Peyton, Memphis Slate University
Robert L. Berl, Memphis State University
·consumer Behavior Patterns of the Old Order Amish in South-Central Pennsylvania"
Henry T. Wilkins, Shippensburg University
Margarelha M. Hsu, Shippensburg University
Discussant: Robert L. King, The Citadel
vi
November 12. 1987 CONCURRENT SESSIONS -2:00-3:45 PM
(Terrace and Pallo Room)
Title: Minority Opportunities in Small Scale Retailing
Chair: Japhet Nkonge, North Carolina A & T State University
"Retailing Particularly Multi-Level Direct Selling, The Ease-of-Entry Opportunity"
Ernest F. Cooke, Loyola College In Maryland
Richard Baxter, Belmont College
Mon-le lee, Indiana University at South Bend
"The Roller Coaster Theory of Retailing and Implication for Minority Enterprises•
Walter E. Greene, Pan American University
"The Role of Black Entrepreneurship In the Self-Actualization of Blacks in the labor Force·
William T. Ryan, Florida Atlantic University
Discussant: Japhet Nkonge, North Carolina A & T State University
3:45-4:00 PM -Coffee Break
November 12, 1987 CONCURRENT SESSIONS -4:00-5:30 PM
(Courtyard Room)
Title: Special Issues Related to Minority Enterprises
Chair: C.B. Claiborne, VIrginia Tech
"Black Entrepreneurs and Use of SBA loans for Business Start-ups: A Field Study"
VIcki l. Bolden, Southern University
Winston Awadzl, Southern University
"Incubators for Minority Entrepreneurs•
Richard Ellis, North Carolina A & T State University
"Attitudes and Experience of Minority Consumer Manufacturing Firms Toward Test Marketing•
Bhagaban Panlgrahl, Norfolk State University
Discussant: Bill Dowe, Director
Tri-Ad Regional
Small Business and Technology Development
November 12, 1987 CONCURRENT SESSIONS -4:00-5:30 PM
(Terrace and Pallo Room)
Title: Consumer Behavior II -Motlvallon, Percepllon and Cognitive Styles
Chair: William C. Wilkinson, Governors State University
·subcultural Differences in the Ability to Dlsembed Package Information·
Stephen Calcich, Norfolk State University
Karen Dale Hankel, Towson Slate University
"A Conceptual Framework for Examining Color Preference, Importance and Calt:!gorizallon in a Mulliallribute Context
Among Blacks"
Margaret Mary Liebman, Trenton State College
"Subcultural Differences Among Direct Marketing Television Shoppers·
E. lincoln James, Michigan State University
Allen Harris, Michigan Stale University
Discussant: Thomas I. Kindel, The Citadel
vii
Friday, November 13, 1987-CONCURRENT SESSIONS 9:00-10:30 AM
(Courtyard Room)
Title: Consumer Behavior Ill -Sub-Cultural Differences
Chair: Thomas I. Kindel, The Citadel
"Perceptions of Health Care Services Among Black, Hispanic and White Consumers·
Benjamin Sackmary, University of Hartford
E. Marie Wilson, Connecticut Department of Health Services
"Tourism Marketing to Ethnic Travelers•
Muzaffer Uysal, Clemson University
Joseph T. O'Leary, Purdue University
"Black-White Differences In the Consumption of CoSinetlcs: Aggregate and Socio-Cultural Dimensions·
Thaddeus H. Spratlen, University of Washington
Praval K. Choudhury, Howard University
Discussant: William C. Wilkinson, Governors Stale University
FridaY. November 13, 1987 CONCURRENT SESSIONS 9:00-10:30 AM
(Terrace and Pallo Room)
Title: Issues In Methodology
Chair: Joel Saeger!, University of Texas al San Antonio
"An Exploratory Examination of Racial Bias In Measures of Consumer Socialization·
Rose L. Johnson, Georgia Slate University
"Can Standard Research Methods Be Used In Studying Minority Segments?"
Lee Slurzberg, Lee Slurzberg Research Inc.
"Sub-Segments of lhe Hispanic Market•
Joel Saegerl, University of Texas at San Antonio
Robert J. Hoover, Corpus Christy Stale University
Marye Hilger, University of Texas al Austin
Discussant: Rohlt Deshpande, Darlhmoulh College
Friday, November 13. 1987 Special Session-11:00-12:15 AM
(Courtyard Room)
Chair: Robert L. King, The Citadel
"The Changing Environment Surrounding the Personal Financial Investments of Minorities In the Markel Place•
Herrington J. Bryce, National Polley Institute
"Elderly Consumers and Life Satisfaction·
Don Rahtz, William and Mary
"Minority Marketing to the North of the Border: The Case of French Canadians·
Stanley Shapiro and Robert Tamllia, Simon Frazer University
Discussant: A. Coskun Samll, Virginia Tech
12:30-1:45 Lunch
viii
Friday, November 13, 1987 CONCURRENT SESSIONS -2:00-3:30 PM
(Courtyard Room)
Title: Marketing By Minority Business
Chair: James littlefield, Virginia Tech
~For the Small Minority Business: A Trade Show May Be Your Best Alternative•
Grant M. Cunningham, Clemson University
Brian Mihalik, Clemson University
"Advertising by Accountants: Implications for Minorities·
William D. Cooper, North Carolina A & T State University
Benton Miles, University of North Carolina at Greensboro
Sarah A. Dunn, North Carolina A & T State University
"Black Consumers and Black Businesses: Income Spending and Sales Relationships·
Thaddeus H. Spratlen, University of Washington
Discussant: James littlefield, Virginia Tech
Friday, November 13, 1987 CONCURRENT SESSIONS • 2:00-3:30 PM
(Terrace and Patio Room)
Title: Black Consumers and Advertising
Chair: M. Joseph Sirgy, Virginia Tech
"Questions on the Portrayal of Blacks In Magazine Advertising·
Von D. Corbett, Miami University
Lynette S. Unger, Miami University
"Developing an Advertising Strategy to Reach Blacks In the Market Place·
Angela M. Airall, Graduate Management Admission Council
"Examining the Effectiveness of Celebrity Advertising to Blacks: Entertainers vs Athletes•
Jerome D. Williams, Penn State University
Discussant: H. Lee Meadow, Bentley College
Friday, November 13, 1987 CONCURRENT SESSIONS -3:45-5:15 PM
(Courtyard Room)
Tille: Specific Issues in Minority Marketing
Chair: Anyansi Archibong, North Carolina A & T State University
"Portrayal of Blacks In Advertising: A Critical Review of the Literature·
Thelma Snuggs, Purdue University
William J. Quails, University of Michigan
"Perceptions and Behaviors of Minority Consumers Toward Generic Consumer Products•
Bhagaban Panigrahi, Norfolk Slate University
Jon c. Stuart, Norfolk Stale University
"Marketing of Health Care Services for Minorities•
Vanessa Hodges, University of Seattle
Japhet Nkonge, North Carolina A & T State University
Discussant: William C. Wilkinson, Governors State University
ix
