TY - JOUR
T1 - The Impact of Life-Stage on Asian American Females' Ethnic Media Use, Ethnic Identification, and Attitudes Toward Ads
AU - la Ferle, Carrie
AU - Morimoto, Mariko
PY - 2009/4
Y1 - 2009/4
N2 - Significant buying power positions Asian Americans as an attractive market for advertisers. However, little is known about this group with respect to advertising responses and even less with respect to in-group differences. In this exploratory study, life-stage is identified as one of the potential factors that may differentially influence important advertising relevant variables for student and working Asian American females. The results of an experiment indicate differences between the two groups in terms of their ethnic media use, ethnic identification, and advertising evaluations.
AB - Significant buying power positions Asian Americans as an attractive market for advertisers. However, little is known about this group with respect to advertising responses and even less with respect to in-group differences. In this exploratory study, life-stage is identified as one of the potential factors that may differentially influence important advertising relevant variables for student and working Asian American females. The results of an experiment indicate differences between the two groups in terms of their ethnic media use, ethnic identification, and advertising evaluations.
KW - Advertising evaluations
KW - Asian Americans
KW - Ethnic identification
KW - Ethnic media use
KW - Life-stages
UR - http://www.scopus.com/inward/record.url?scp=70449642865&partnerID=8YFLogxK
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U2 - 10.1080/10646170902869486
DO - 10.1080/10646170902869486
M3 - Article
AN - SCOPUS:70449642865
SN - 1064-6175
VL - 20
SP - 147
EP - 166
JO - Howard Journal of Communications
JF - Howard Journal of Communications
IS - 2
ER -