Consumer Response to Spokesperson’S Race: a Research Synthesis of Racial Similarity Effects in Advertising

Ioannis Kareklas, University of Connecticut, USA
Maxim Polonsky, University of Connecticut, USA
We conducted a meta-analysis of racial similarity effects in advertising. Our synthesis includes 84 statistically independent data sets, with responses from a total of 9,496 participants (3,232 African Americans and 6,264 Whites). Our results suggest that consumers exhibit more positive advertising evaluations when exposed to advertisements featuring similar-race models.
[ to cite ]:
Ioannis Kareklas and Maxim Polonsky (2011) ,"Consumer Response to Spokesperson’S Race: a Research Synthesis of Racial Similarity Effects in Advertising", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.