When Diversity in Advertising Leads to Activism Vs. Aversion

We suggest that although consumers may purchase from brands that support diversity because doing so is consistent with their own beliefs on human rights and equality, many consumers may be uncomfortable with certain portrayals of diversity because such portrayals go against their schemas or expectations.



Citation:

Linyun Yang, Enrica Ruggs, Jennifer Ames Stuart, and Steven Shepherd (2016) ,"When Diversity in Advertising Leads to Activism Vs. Aversion", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 695-696.

Authors

Linyun Yang, University of North Carolina - Charlotte, USA
Enrica Ruggs, University of North Carolina - Charlotte, USA
Jennifer Ames Stuart, University of North Carolina - Charlotte, USA
Steven Shepherd, Oklahoma State University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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