How Group Identification and Stereotype Content Determine the Effectiveness of Ads Portraying Positive Stereotypes

How consumers respond to positive stereotypes in advertising depends on their identification with the stereotyped group and the content of the positive stereotype. For ads portraying warmth-related stereotypes, high identifiers evaluate promoted products more favorably than low identifiers. However, for ads depicting competence-related stereotypes, we find the opposite effect.



Citation:

Linyun Yang, Tanya Chartrand, and Gavan Fitzsimons (2017) ,"How Group Identification and Stereotype Content Determine the Effectiveness of Ads Portraying Positive Stereotypes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 974-975.

Authors

Linyun Yang, University of North Carolina - Charlotte, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class

Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia

Read More

Featured

I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.