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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