No abstract

Investigates whether consumers′ time availability is an important segmentation variable in the convenience and fast‐food markets. Very time‐poor, somewhat time‐poor, and not time‐poor consumers are compared, and three types of food are examined: fast foods, frozen dinners, and ready‐to‐eat foods. For weekday dinners, similarities and differences between the three segments are investigated with respect to usage of each type of food, importance of benefits sought in a weekday dinner, and perceptions of each type of food. Managerial implications of differences between segments and of overall patterns are discussed.

No abstract

Discusses consumer response to the use of Asian models to reach the Asian‐American market through mass media advertising. Reports on the results of an empirical study to discover white consumer reactions to Asians in advertising. Summarizes that Asian models achieved a more favourable response advertising products associated with Asian manufacture, a less favourable response with status products, while there is no difference in response for convenience products.

<p class="MsoNormal" style="text-align: justify; margin: 0in 0.5in 0pt;"><span style="font-family: Batang; font-size: x-small;">The aim of this paper is to clarify conceptual and modeling issues concerning Hispanic acculturation using Berry&rsquo;s (1980) four varieties of acculturation. Although the bulk of the Hispanic consumer literature assumes the assimilation type of acculturation, most respondents in the study report following the integration route to acculturation (73%). Study findings suggest that Berry&rsquo;s (1980) two acculturation dimensions appear to be independent of the level of acculturation of the sample except for place of residency; and that strength of ethnic identity may be a misleading indicator of acculturation, higher acculturation does not always mean weaker ethnic identification.</span></p>