A Multivariate Statistical Approach to Socialization and Consumer Activities of Young Adults: A Cross-Cultural Study of Ethnic Groups in America

A model is proposed and tested showing how social structural variables and socialization agents impact the consumer activities of diverse ethnic young adults. Based on survey responses from 89 African Americans, 69 Asian Americans, 82 Caucasian Americans, and 52 Hispanics, the results show that the consumer activities of different ethnic groups are influenced by different socialization variables. Implications for marketers include the need to be aware of how the consumer socialization of young adults differs that from adolescents. In addition, marketers need to use different socialization agents when targeting different ethnic groups.