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Author: Carl Anthony Brown
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 164
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Book Description
Author: Carl Anthony Brown
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 164
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Book Description
Author: Eunsun Lee
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 208
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Book Description
Author: Mulamootil Ronnie Matthew
Publisher:
ISBN:
Category : Advertising, Magazine
Languages : en
Pages : 56
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Book Description
Studies show that ethnicity of the spokespersons in advertisements play an important role in shaping attitudes and perceptions about the advertised products. Studies involving black, Hispanic and white models in ads have found race/ethnicity to impact credibility and likeability of the product and model. Factors such as product congruence and product class have also shown to impact attitudes of consumers. Although studies that have looked at impact of ethnicity on attitudes on various audiences, few studies have explored the impact of using Asian-Indians models in advertising on attitudes of white Americans. In addition, there has not been any study that has looked at the interplay between ethnic advertising and product class involvement on attitudes of consumers. This study examines the impact of using Asian-Indian models in different products class ads on the attitudes of white consumers. The study did not find any difference in the attitude of white consumers toward advertisements featuring Asian-Indian models compared with advertisements featuring white models. Also, the study did not find any interactive effects between the two independent variables -- ethnicity and product class. A post hoc test on gender, however, showed that white American males had a more favorable attitude toward white models than toward Asian-Indian models. Interestingly, white American females had a more favorable attitude toward Asian-Indian models than toward white models.
Author: Peter L. Wright
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 106
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Author: William Hoon
Publisher:
ISBN:
Category :
Languages : en
Pages : 368
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The purpose of this research was to explore white non-Hispanic viewers' processing of black and Hispanic race/ethnicity in advertising. Previous research has offered mixed results in white subjects' evaluations of ads with black models, while little research has been done with white subjects' evaluations of ads with Hispanic models. An experiment with a repeated measure design was used to investigate the impact of model race/ethnicity on white attitudes and purchase intentions. Participants saw three print advertisements with Hispanic, black, and white models. Prejudice and a new variable, popular culture identification (PCI), were used as covariates in the experiment. Popular culture identification was defined as the identification with popular culture as represented in the following current media products: television programs, movies, rap or hip-hop music, and mainstream magazines. The sample included 76 white non-Hispanic students attending a Midwestern university. Two theoretical perspectives, Tajfel's social identification theory (1978) and Kelman's (1958) social influence theory, were used in the study. Hypotheses predicted that white participants would favor ads with white models after prejudice and PCI were controlled. Findings indicated that model race/ethnicity was not a salient characteristic for whites. Prejudice was a possible cause for some backlash against non-white models by high prejudiced whites. In addition, PCI was found to have a relationship with consumers' attitudes. The potential for PCI as an explanatory variable in consumer research was discussed.
Author: Jerome D. Williams
Publisher: Psychology Press
ISBN: 1135617562
Category : Business & Economics
Languages : en
Pages : 472
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Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Dandan Pan
Publisher:
ISBN:
Category :
Languages : en
Pages : 260
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Author: Yuvay Jeanine Meyers
Publisher:
ISBN:
Category : African Americans
Languages : en
Pages : 262
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Book Description
Although there has been much research regarding the portrayals of African Americans in Advertising, the central focus has been on categorizing this race as a physiologically homogeneous group. In other fields of research such as, psychology and sociology, there is a stream of study that investigates differentiations in how Blacks are perceived by others based on variations in skin tone within the spectrum of this race. This research suggests that examining skin tone within race may provide a more accurate insight into the effect that ethnicity plays on interacting factors. The focus of this dissertation, therefore, is to extend this research focus on skin tone to the field of Advertising. Specifically, this study examines whether the skin tone of a Black model in an advertisement affects specific outcome measures of advertising: attitude towards the ad (Aad), attitude towards the product (Aprod), attitude towards the model (Amod), and purchase intent (PI). In order to formulate predictions and explain the possible findings of this study, two competing frameworks, hegemony and ethnic identity, were examined. According to the framework of hegemony, people adopt the social standard set by the dominant group and in this case would, in turn, prefer a "lighter" Black model. However, according to research on ethnic identity, a person's level of ethnic identity dictates preference for members of their group. In other words, not all members of a group would necessarily prefer the "light" Black model. Specifically for African Americans, preference would hinge on their level of ethnic identity. This study employed three independent variables and four dependent variables. Skin tone served as the main independent variable of interest in this analysis. It was manipulated for the purposes of this study by featuring a Black model in an ad whose skin tone was altered to produce a "light" and a "dark" version of the same model. The products used in the advertisements were based upon the other two independent variables, realm of consumption and cultural relevance. These variables, which will be explained in further detail in this manuscript, provided a basis for understanding the role that reference group effect has on the resulting outcomes. The four dependent variables that were observed in this study were the advertising outcome measures. To determine if differences existed among the treatment groups, a two-way ANOVA was conducted, with eight condition groups in the 2x2x2 design. Approximately 480 subjects from two southwestern universities took a web based survey that was designed to gather the data analyzed in this study. The results of the study found a significant relationship between skin tone and attitude towards the model. According to the study, more favorable attitudes were formed when the Black model's skin tone was "light" as opposed to when the Black model's skin tone was "dark." In terms of the competing theoretical models presented, generally, people felt more favorable towards the "light" model, suggesting that hegemony dictates consumer attitude formation. Ethnic identity did, however, play a significant role in the attitude towards the Black model with Black participants, with strong ethnic identifiers feeling more positively towards the dark model than those Black participants lower in ethnic identification.
Author: Ahmad Jamal
Publisher: Routledge
ISBN: 1136164219
Category : Business & Economics
Languages : en
Pages : 539
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Book Description
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.
Author: Cynthia Rodriguez Cano
Publisher:
ISBN: 9781109978193
Category :
Languages : en
Pages : 205
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Book Description
This study investigates the meaning of advertising through the eyes of the Hispanic consumer and how that meaning is apparent in attitudes and purchase intention. Specifically, the study investigates how ethnic minorities judge print advertisements that feature ethnically diverse models as communication cues. For the first time, data of how minorities evaluate the compatibility of models from different ethnic groups featured together in an advertisement was collected. Qualitative data was collected from Hispanics and typologies of cultural pointers for Hispanics and African-Americans developed. Experimental design, 3x2 within-group analysis, was conducted to test the 14 hypothesized relationships. Findings clearly support the notion that perceived ethnic compatibility of models featured in an advertisement influences resulting attitudes (e.g., toward the actors and advertisement). Of crucial importance is the finding that when viewing an advertisement featuring mixed models (e.g., one Hispanic model and one African-American model), both strong and weak Hispanic ethnic identifiers did not exhibit an intention to purchase the advertised product. This finding challenges the value of multicultural advertising, which feature various ethnic models together to reach several groups simultaneously to effectively connect with ethnic minorities.
