In Search of Kinship: Within Group Deviation in Print Advertisements

Identifying the Black Sheep From the Ordinary: Social Categorization and Within Group Deviation in Print Advertisements

Tracy R. Harmon

University of South Florida

 

The present study employs an extension of ingroup favoritism, using the black sheep hypothesis where subjects judge likable ingroup members more positively than similar outgroup members, while judging unlikable ingroup members more negatively than similar outgroup members. Positioned in an advertising context, this empirical study provides evidence of both ingroup favoritism and within group derogation of unlikable ingroup members. The evidence suggests that the recipient’s overall evaluation of the advertisement is mediated by the spokesperson’s similarity to the recipient and general likeability.



Citation:

Tracy Harmon (2006) ,"In Search of Kinship: Within Group Deviation in Print Advertisements", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 278-279.

Authors

Tracy Harmon, University of South Florida



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

Family Consumption Experiences Across Generations

Tandy Chalmers Thomas, Queens University, Canada
Linda L Price, University of Oregon, USA

Read More

Featured

What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

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.