Consumer Motivations in Black and White--I.

This article provides an understanding to the consumer motivations amongst African-Americans and whites in the United States. The article discusses the motivation of belongingness, the kinds of market orientations, and the feelings of insecurity from consumers of both races. The article also discusses the personality structure of both African-Americans and whites, the insecure view of their economic role, and the perceptions of both races in regards to department store shopping and salesman relationships.