considerations. It's important to consider these characteristics and recognize differences between groups of individuals in order to have a clear understanding of their unique consumer behavior and effectively reach them with relevant products and communication.

Match the consumer behavior described to the consideration for marketers or advertisers attempting to reach that group that it best describes.

Those in charge of advertising a hair care product made specifically for Black men choose to heavily advertise on television as Black adults report watching more television than many other groups of media consumers.