AACM POV - Reaching Black Consumers

AACM PSYCHOGRAPHICSSocio-Historic ConsiderationsDespite great strides toward racial equality in the US, wounds left by legacy of oppression havenot fully healed♣ Inherent to effective AA-focused research is understanding of collective psyche and historicmemory♣ Generally speaking, AACM more skeptical than GCM regarding roles of corporations andgovernment institutions— Heightened vigilance to possibility of being “tricked” or “deceived” by institutions/figures ofauthorityAnother historical by-product is higher level of short-term material consumption (versus longerterminvestment) compared to GCM♣ Understanding this phenomenon must take into account that financial stability was historicallyunavailable to Blacks in America♣ Spending with thoughts of long-term accrual of assets was not historically realistic for AACMPOV on the African American Consumer Market12