1. Ethnicity In Marketing
... , and magazines were preferred by blacks with newspapers preferred by Whites (Delener and Neelankavil, 1990). The Hispanics media use followed the blacks and the Asians media use followed the Whites. Ethnicity has an effect on TV influence, radio influence, and newspaper influence. Reference groups are people that share the same values and interests as you. Some different reference groups are friends ... and Hispanics are subject to family and peer influences (Hoyer and Desphpande, 1982). It is impossible to predict the effect of ethnic friends, and coworkers, but it is proven that ethni...
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