The African American Hip-Hop Generation as Consumers: Are They Trying to Keep Up with the Jones's
This research focused on the evolution of African American consumers by linking past motivational and behavioral consumption patterns to the Hip-Hop generation of today. More specifically, the motivational patterns that affect this generation's purchases were examined through the lens of conspicuous consumption, or impulsive buying with the intention of social recognition (Chin, 2001). The scope of this research included the motivational patterns that affect Blacks' purchases; among those, purchasing goods as a marker of social status, reacting against racism, and a desire to be distinct. The design of the study included conducting interviews with ten Black students, analyzing the lyrics of Kanye West (a Grammy winning Hip-Hop artist), and conducting an ethnographic study at Steve and Barry's, the exclusive location of the Starbury shoe, endorsed by the NBA basketball player, Stephon Marbury. As entertainers and athletes are notorious for spurring "conspicuous consumption," this research presented two voices within those communities as part of a solution to counteract the problematic behaviors of conspicuous consumption. This study found insight into the unique consumer motivations of the Hip-Hop generation and noted that they are different, yet similar in many aspects. Future research may look at how the Hip-Hop generation can be educated, and offer other voices within the generation that are taking a stand against conspicuous consumption.
School:
Xavier University of Louisiana
Department:
Psychology/Spanish
Research Advisor:
Jason P. Chambers
Department of Research Advisor:
Advertising
Year of Publication:
2007