Permission to Be Prejudiced: Legitimacy Credits in the Evaluation of Advertisements With Black and White Models

Beomjoon (Peter) Choi, California State University, Sacramento
Christian S. Crandall, University of Kansas
We investigated the impact of race on the evaluation of print advertisements. Participants rated a high quality ad with a Black or White model and then rated a mediocre ad with a Black or White model. Participants who first rated a White model could not discriminate without appearing prejudiced, but participants who positively evaluated a Black model would possess legitimacy credits, allowing them to discriminate subsequently without appearing prejudiced. The findings show that nondiscriminatory behavior in one setting can legitimize subsequent racial discrimination that is otherwise suppressed.
[ to cite ]:
Beomjoon (Peter) Choi and Christian S. Crandall (2008) ,"Permission to Be Prejudiced: Legitimacy Credits in the Evaluation of Advertisements With Black and White Models", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 724-725.