Using self-referencing to explain the effectiveness of ethnic minority models in advertising
Data(s) |
2002
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Resumo |
Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to marketers using self-reference theory. Our experiment reveals a strong self-referencing effect for ethnic minority individuals. Specifically, Asian subjects (the ethnic minority group) self-referenced ads with Asian models more than white subjects (the ethnic majority group). However, this result was not evident for white subjects. Implications for academics and advertisers are discussed. |
Identificador | |
Publicador |
World Advertising Research Center Ltd. |
Relação |
http://www.internationaljournalofadvertising.com/PreviousIssues.aspx?Vol=21&Num=3 Martin, Brett, Lee, Christina, & Fernandez, Nalini (2002) Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21(3), pp. 367-379. |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #150599 Marketing not elsewhere classified #150506 Marketing Theory #ethnicity #advertising #self referencing #attitudes |
Tipo |
Journal Article |