The Effect of Cross-Group Contact on Consumer Response to Advertisements

Research based on the contact hypotheses demonstrates that cross-group contact leads people to have more favorable attitudes towards members of other groups. We examine whether cross-group contact influences consumer response to advertisements and explore moderating factors via a field experiment conducted in South Africa. Results suggest that increased cross-group contact can prompt either positive or negative attitudes towards advertisements and brands depending upon the particular group membership of the subject and/or advertising spokesperson. Results also suggest that this main effect is driven by cross-group identification. Findings contribute to our understanding of how social dynamics influence consumer response to marketing efforts.


Sonya Grier and Rohit Deshpande (2009) ,"The Effect of Cross-Group Contact on Consumer Response to Advertisements", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 385-386.


Sonya Grier, American University, USA
Rohit Deshpande, Harvard University, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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