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The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items.

We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments.

Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels.

If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

The intent of this article is to explore whether there is a difference between African Americans and non African‐Americans in the use of word‐of‐mouth and brand loyalty in response to the purchase of durable goods (automobiles). Additionally, this article looks to explore preference for “black‐owned” goods and services and feelings about purchasing goods from firms that once had ties to slavery.

This article utilizes survey data obtained from over 800 respondents with analysis performed using regression analysis.

This study shows no significant difference in brand loyalty and word‐of‐mouth between African Americans and non African‐Americans and no significant preference for black owned goods and services. Additionally it was found that while a majority of African American consumers believe that most American firms have ties to slavery, this does not act as a factor in the purchase decision.

This article can help firms plan their marketing strategy in terms of how they will utilize word of mouth where African American consumers comprise a significant part of their target market. Additionally, this research can help firms to understand the context of brand loyalty in terms of looking at different ethnic groups within the USA.

The majority of literature regarding African American consumption patterns is extremely outdated, with most written over 20 years ago. The socio‐economic status of many African Americans has improved considerably, thereby making a fresh look at this group a necessity. This article redresses this deficit

The intent of this article is to explore if there is a difference between American Jewish consumers and American non‐Jewish consumers in the use of word of mouth and brand loyalty in response to the purchase of durable goods (automobiles). Additionally, this article aims to explore if there is a difference in the use of word of mouth and brand loyalty among American Jews with differing levels of acculturation.

This article utilizes survey data obtained from over 400 respondents with analysis performed using regression and chi‐squared analysis.

This study shows no significant difference in brand loyalty and word of mouth between all American Jews and American non‐Jews, however, a significant difference between highly acculturated American Jews and low‐acculturated American Jews was found.

The article helps firms plan their marketing strategy in terms of how they will utilize word of mouth where American Jewish consumers comprise a significant part of the target market. Additionally, this research helps firms understand the context of brand loyalty in terms of looking at ethnic groups.

Little research on Jewish consumer acculturation has been published in the last 25 years. The spending power of the American Jewish consumer is significantly larger than that of the rest of the American population, which makes the study of this group particularly valuable.