Beyond Demographics and Stereotypes: Effects of Urban Identification on Responses to Actor Race in Advertising

The current study examines the effects of urban identification on majority population responses to ads and finds that non-urban identifiers prefer ads featuring white actors; however, majority urban identifiers prefer ads featuring black actors. Results call into question current advertising industry belief and practice, which focuses on demographics – specifically race – as opposed to lifestyle – specifically urban identification - as the basis for market segmentation and ad strategy.



Citation:

Marlene Morris (2007) ,"Beyond Demographics and Stereotypes: Effects of Urban Identification on Responses to Actor Race in Advertising", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 650-749.

Authors

Marlene Morris, University of Georgetown, USA



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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