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African American Acculturation: Deconstructing Race and Reviving Culture Review
I am a marketer with a specialty in Hispanic (multicultural) marketing, so my comments about this book are made through this perspective. This book proposes: (1) culture (not race) is a better and more useful way to understand African-Americans, and (2) acculturation is the recommended construct to measure the differences or similarities between African-Americans and the rest of the population. I could not agree more! This is NOT a new premise or hypothesis in the empirical literature, but it is among Americans who think of the differences between 'whites' and 'blacks' to be largely based on race.
From a marketing perspective, the African-American population are often times "lumped in" with the General Market efforts. African-American marketing is a part of the overall marketing effort and understanding key similarities and differences are important. This study offers a research framework and includes specific (reliable) measures on acculturation. It's a book I highly recommend to all clients in multicultural marketing. This book helps dimensionalize the segment better and will help organizations make better, more informed decisions on developing key insights that drive more effective business solutions.
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