West African Immigrants Perceptions of Advertising in General and Impact on Buying Decisions
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Date
2012
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Abstract
Despite the increasing attention to African immigrants in the United States, and
the pivotal role that advertising messages play in the immigrant community, examination of African
immigrants’ purchasing behavior and perceptions of advertising have been overlooked by marketing
scholars. The purpose of this research is to investigate West African immigrants’ perceptions of
advertising in general and its impact on buying decisions. Data analyses extract five perceptual factors
toward advertising in general, namely, “advertising is a pleasure and affects perceptions,” “advertising
heightens vanity,” “advertising intensifies materialism,” “advertising enhances social role and image,”
and “advertising is good for the economy.” With the exception of “advertising heightens vanity,” all
the identified factors impact buying decisions. The overall results show that consumers rely on a broad
scope of information about the impact of advertisements on standards of living and the economy. This
study can be of value to marketing scholars, practitioners, and policy makers interested in the United
States African immigrant community.
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Keywords
Advertising in general, consumer perceptions, multicultural marketplaces, factor analyses, West African immigrants, United States
Citation
West African Immigrants Perceptions of Advertising in General and Impact on Buying Decisions Journal of International Consumer Marketing 24:3 168-185