The influence of ad model ethnicity and self-referencing on attitudes evidence from New Zealand
Data(s) |
2004
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Resumo |
This paper examines consumers self-referencing as a mechanism for explaining ethnicity effects in advertising. Data was collected from a 2 (model ethnicity: Asian, white) x 2 (product stereotypicality: stereotypical, non-stereotypical) experiment. Measured independent variables included participant ethnicity and self-referencing. Results shows that (1) Asian exhibit greater self-referencing of Asian models than whites do; (2) self-referencing mediates ethnicity effects on attitude ( ie, attitude towards the model, attitude toward the add, brand attitude, and purchase intentions); (3) high self-referencing Asian have more favourable attitude towards the add and purchase intentions than low self referencing Asians; and (4) Asian models advertising atypical products generate more self-referencing and more favourable attitudes toward the model, A, and purchase intentions for both Asians and whites. |
Identificador | |
Publicador |
ME Sharpe |
Relação |
http://ja.memphis.edu/index.htm Martin, Brett, Lee, Christina, & Yang, Feng (2004) The influence of ad model ethnicity and self-referencing on attitudes evidence from New Zealand. Journal of Advertising, 33(4), pp. 27-37. |
Direitos |
Copyright 2004 Amderican Academy of Advertising |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #150599 Marketing not elsewhere classified #150506 Marketing Theory #advertising #ethnic minority models #self referencing #attitudes |
Tipo |
Journal Article |