How Group Identification and Stereotype Content Determine the Effectiveness of Ads Portraying Positive Stereotypes

Linyun Yang, University of North Carolina - Charlotte, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
How consumers respond to positive stereotypes in advertising depends on their identification with the stereotyped group and the content of the positive stereotype. For ads portraying warmth-related stereotypes, high identifiers evaluate promoted products more favorably than low identifiers. However, for ads depicting competence-related stereotypes, we find the opposite effect.
[ to cite ]:
Linyun Yang, Tanya Chartrand, and Gavan Fitzsimons (2017) ,"How Group Identification and Stereotype Content Determine the Effectiveness of Ads Portraying Positive Stereotypes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 974-975.