ENTRY #3 How can we conduct research that truly furthers our understanding of diversity, rather than reinforcing old models?
For decades, consumer research on racial and ethnic minority groups had assumed homogeneity, i.e., each group represented a monolithic group. For example, the few studies on African Americans focused on samples of lower income, usually urban consumers, and then generalized those results to all African Americans. When comparisons were made with the “general” population, those samples typically were taken from white middle-class ...
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