A typology of consumption based on ethnic origin and media usage

Abstract

Examines consumption as a function of two ethnicity indicators. Ethnic origin, a reflective indicator, is not subject to the volition of a person and is hardly changed by continuous contact with the mainstream group. On the other hand, media usage is partly determined by the extent and duration of one’s contacts with the mainstream group, and is therefore considered as a formative indicator. Using a sample of French‐ and English‐Canadians drawn from the Toronto area, this study provides preliminary evidence showing that ethnic origin, media usage, and other ethnicity indicators vary in terms of the extent to which they are amenable to acculturative pressure. A new typology of consumption is also introduced based on the distinction between ethnic origin as a reflective indicator and media usage as a formative indicator.

Citation

Hui, M.K., Laroche, M. and Kim, C. (1998), "A typology of consumption based on ethnic origin and media usage", European Journal of Marketing, Vol. 32 No. 9/10, pp. 868-883. https://doi.org/10.1108/03090569810232318