The Impact of Life-Stage on Asian American Females' Ethnic Media Use, Ethnic Identification, and Attitudes Toward Ads

Carrie la Ferle, Mariko Morimoto

Research output: Contribution to journalArticle

3 Citations (Scopus)


Significant buying power positions Asian Americans as an attractive market for advertisers. However, little is known about this group with respect to advertising responses and even less with respect to in-group differences. In this exploratory study, life-stage is identified as one of the potential factors that may differentially influence important advertising relevant variables for student and working Asian American females. The results of an experiment indicate differences between the two groups in terms of their ethnic media use, ethnic identification, and advertising evaluations.

Original languageEnglish
Pages (from-to)147-166
Number of pages20
JournalHoward Journal of Communications
Issue number2
Publication statusPublished - 2009 Apr 1



  • Advertising evaluations
  • Asian Americans
  • Ethnic identification
  • Ethnic media use
  • Life-stages

ASJC Scopus subject areas

  • Communication
  • Strategy and Management

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