The Ally Effect: the Role of Implicit and Explicit Cues in Advertising Towards Marginalized Groups
Within consumer research, little is known about the attitudes of allies, or consumers who hold favorable attitudes towards a marginalized out-group. In two studies, we find that allies prefer explicit marginalized group signals over implicit, leading to higher evaluations of the ad and company, if the company support seems authentic.
Citation:
Abigail Jean Nappier Cherup and Meike Eilert (2019) ,"The Ally Effect: the Role of Implicit and Explicit Cues in Advertising Towards Marginalized Groups", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 62-67.
Authors
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln, USA
Meike Eilert, University of Kentucky, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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