2004 Student Research Conference:
17th Annual Student Research Conference


A Comparative Analysis of the Consumption Patterns and Spending Attitudes of African Americans and Caucasians
Tara C. Johnson
Dr. Emmanuel Nnadozie, Faculty Mentor

The goals of this research were to discern interracial differences in spending patterns and spending attitudes, to identify the determinants of spending behavior, and occurrence of conspicuous consumption among African American consumers. Survey data was obtained through electronic questionnaires inquiring about general spending behavior and motivations behind these behaviors. Results showed that there were interracial differences in consumption patterns, there was a small occurrence of conspicuous consumption, and influential factors in African American consumption included price, self-esteem, status and brand. These findings could help us better understand why African Americans have one of the lowest wealth accumulation rates among Americans.

Keywords: consumption, spending behavior, consumer behavior, African American, wealth, interracial , finances, spending attitudes


Presentation Type: Oral Paper

Session: 44-3
Location: VH 1408
Time: 4:15

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