Many black Americans' diets are low in fruits, vegetables and whole-grain products. The percentage of calories from animal proteins for blacks is greater than for whites. Hypertension is a major health problem for black Americans. A reason for this loyalty to national brands may be that buying a well-known brand is a way to reduce risk since performance is known and quality is usually guaranteed. Another possibility is that buying a well-known brand may be a means of social visibility and improving one' position in life.
Blacks are also more likely to be loyal to different brands than whites.
Blacks are heavy viewers of the soaps and game shows, and Oprah is the Number 1 show among black women. Black-targeted commercials can be rotated into the total market commercial pool and also specifically to programs which have a greater black audience. The black-targeted commercial uses a familiar black actor who stars in a popular situation comedy. Black Americans may identify more closely with products advertised on black radio or in black magazines. Ebony and Jet are general audience magazines directed to middle class black Americans.