2-Y: Uncommon Beauty: Disabled Models in Ads Improve Brand Liking
Two studies demonstrate that advertisements involving a disabled model increase brand liking. A first study demonstrates the main effect using as stimuli female disabled models. A second study replicates this result in the lab, using both female and male models, and tests for political correctness by measuring respondents’ response times.
Martina Cossu and Zachary Estes (2017) ,"2-Y: Uncommon Beauty: Disabled Models in Ads Improve Brand Liking ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1022-1022.
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy
NA - Advances in Consumer Research Volume 45 | 2017
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente
Robo-Advising: Algorithm Appreciation
Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA