Multicultural Marketing

Multicultural Marketing in Contemporary U.S. Markets
By
Chang-Hoan Cho, Ph. D.
Assistant Professor
John Holcombe
Vice President
Insights Marketing Group
Daniel Murphy
Vice President
Insights Marketing Group
Insights Marketing Group, Inc. 1
Proprietary Statement
© Copyright 2004 Insights Marketing Group, Inc. All rights reserved.
No part of this publication may be reproduced, photocopied, stored on a retrieval system, or transmitted without the express prior written consent of the publisher.
Contact Information
Chang-Hoan Cho, Ph. D. [e-mail] Tel. [phone]
Fax [phone]
3057 Weimer Hall
PO Box 118400
Department of Advertising
College of Journalism and Communications
University of Florida
Gainesville, FL 32611-8400
John Holcombe [e-mail] Insights Marketing Group, Inc.
2512 Swanson Ave.
Miami, FL 33133
Tel. [phone]
Dan Murphy [e-mail] Insights Marketing Group, Inc.
321 Stanaford Rd.
Winston-Salem, NC 27104
Tel. [phone] www.insights-marketing.com Insights Marketing Group, Inc. 2
Executive Summary
Contemporary U.S. markets are becoming more ethnically diverse with more distinctive cultural values and customs among various ethnic groups.
According to 2002 Census Briefs, ethnic consumers comprise nearly 30 percent of the U.S. population. This surge of ethnic population is creating enormous marketing opportunities with greater purchasing power among the ethnic markets. Accordingly, U.S. marketers are making every effort to entice these lucrative ethnic markets by developing effective marketing strategies. People tend to live within their cultural boundaries, and cultural diversity in the U.S. significantly affects how ethnic consumers perceive and process advertising messages. According to key cultural theories
(distinctiveness theory and accommodation theory), ethnic audiences feel more affinity for culturally accommodating messages and respond more