Lloyd C. Hodges

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Clothing, Race, and Consumer Decision Making

Chapter 4 – Clothing, Race, and Consumer Decision Making

Chapter 4 of Minorities and Marketing: Research Challenges

The authors suggest a range of hypotheses that may explain why blacks allocate a dominating portion of their income to clothing than do whites. The purpose is to draw together the major arguments about race and consumption and to outline major sets of determinants that merit research. Also discussed is the importance of this research to policy makers and private sectors, as well as possible future uses.

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