Target marketing of tobacco and alcohol-related products to ethnic minority groups in the United States

Abstract

This paper examines whether increased consumption of tobacco and alcohol products by minority groups is a function of the target marketing campaigns directed at these groups by marketers, and whether such contributes to the perpetuation of racism. First, a description of the tobacco and alcohol consumption rates of blacks and Hispanics compared to whites is presented, including a comparative analysis of the health effects and mortality rates resulting from the consumption of tobacco and alcohol. Second, the paper examines specific marketing strategies of targeting tobacco and alcohol products to ethnic minority consumers. This is followed by a discussion of whether these practices are a deliberate strategy driven by racism or just the pursuit of profit. A framework for answering the question is provided. Finally, the paper assesses the prospects for change in the future, and analyzes specific needs for future research.