The Effects of Implicit Color Preference and Implicit Racial Preference on Implicit Attitude Towards the Ad

This paper develops a theoretical framework which examines the impact of participants’ implicit color preference (ICP) for the color white versus the color black, and their implicit racial preference (IRP) for White versus Black racial stimuli, on reactions to advertisements featuring White (vs. Black) spokespersons. We hypothesize that participants, regardless of race, will exhibit an implicit preference for the color white, an implicit racial preference for White racial stimuli, and an implicit preference for advertisements featuring White spokespersons. We conjecture that implicit racial preference will partially mediate the effect of implicit color preference on implicit attitude towards the ad (IAad).



Citation:

Ioannis Kareklas and Robin Coulter (2009) ,"The Effects of Implicit Color Preference and Implicit Racial Preference on Implicit Attitude Towards the Ad", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 881-882.

Authors

Ioannis Kareklas, University of Connecticut, USA
Robin Coulter, University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA

Read More

Featured

I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More

Featured

R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, 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.