Ethnic Variation in Hedonic Consumption

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Abstract
The research explored variation in hedonic consumption patterns among members of religion- and nationality-based ethnic groups. It was assumed that observed differences in types and levels of hedonic consumption will increase our understanding of the hedonic aspects of ethnicity and the effects of ethnic socialization upon consumption. Religious groupings were Catholic (n = 167), Jewish (n = 228), and Protestant (n = 55). Nationality groupings were Chinese (n = 29), Greek (n = 23), Irish (n = 20), Italian (n = 68), Jewish (n = 200), and English (n = 49). Data were gathered from college students and their social contacts residing in New York City. It was found that significant ethnic differences were present in projective behavior, imagery, behavioral motives, and preferred leisure activities, thus supporting the utility of further investigating the hedonic behavior-ethnicity linkage.