4-Q: the Use of Ethnically Ambiguous Models in Advertising to Preserve Consumer Well-Being in an Organic Multicultural Market

Wim Booyse, University of Pretoria, South Africa
Samantha Swanepoel, University of Pretoria, South Africa
Our research compares a multiculturated consumers’ feeling of well-being when evaluating advertisements with differing variations of ethnic targeting. Consumers within a multicultural market (South Africa) have a greater feeling of consumer wellbeing when evaluating an advertisement containing ethnically ambiguous models compared to models of multiple ethnicities or individual ethnic models.
[ to cite ]:
Wim Booyse and Samantha Swanepoel (2017) ,"4-Q: the Use of Ethnically Ambiguous Models in Advertising to Preserve Consumer Well-Being in an Organic Multicultural Market", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1015-1015.