Cultural Diversity in Advertising and Representing Different Visions of America

Steven Shepherd, Oklahoma State University, USA
Aaron Kay, Duke University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Our research explores how consumers with differing visions of America and its values evaluate cultural diversity in advertising. Consumers who support America’s dominant ideology more negatively evaluate ads with cultural diversity. This reverses when ads depict other cultures as loving America, or when ads sell American brands to other countries.
[ to cite ]:
Steven Shepherd, Aaron Kay, Tanya Chartrand, and Gavan Fitzsimons (2015) ,"Cultural Diversity in Advertising and Representing Different Visions of America", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 23-37.