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.
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