Beyond Demographics and Stereotypes: Effects of Urban Identification on Responses to Actor Race in Advertising

Marlene Morris, University of Georgetown, USA
The current study examines the effects of urban identification on majority population responses to ads and finds that non-urban identifiers prefer ads featuring white actors; however, majority urban identifiers prefer ads featuring black actors. Results call into question current advertising industry belief and practice, which focuses on demographics – specifically race – as opposed to lifestyle – specifically urban identification - as the basis for market segmentation and ad strategy.
[ to cite ]:
Marlene Morris (2007) ,"Beyond Demographics and Stereotypes: Effects of Urban Identification on Responses to Actor Race in Advertising", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 650-749.