American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior

The ethnicity literature within marketing has infrequently considered relevant subcultural norms in the derivation of hypotheses, the strength of ethnic identification in the grouping of subjects, and the investigation of ethnic groups other than blacks. The present research tests five hypotheses concerning Jewish ethnicity. It was found that Jewish subjects in two cohort samples differed significantly from non-Jewish subjects in childhood exposure to information, adulthood information seeking, product innovativeness, product information transfer, and cognitive characteristics relevant to consumption information processing.