A Meta-Analytic Review of Racial Similarity Effects in Advertising

Ioannis Kareklas, University of Connecticut, USA
Maxim Polonsky, University of Connecticut, USA
This paper reports the findings of a meta-analytic review summarizing extant advertising findings related to the effects of racial similarity (vs. dissimilarity) between source and participants. Forty one independent papers are included in the meta-analysis spanning forty years of publications in this domain (from 1969 to 2009). These articles include responses from a total of 10,056 participants (3,232 African-American, 6,263 White, 419 Asian, and 142 Hispanic). The obtained results suggest that consumers of all races exhibit more positive advertising evaluations when exposed to advertisements featuring similar-race (vs. different-race) models.
[ to cite ]:
Ioannis Kareklas and Maxim Polonsky (2010) ,"A Meta-Analytic Review of Racial Similarity Effects in Advertising", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 829-832 .