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.
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.
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln, USA
Meike Eilert, University of Kentucky, USA
NA - Advances in Consumer Research Volume 47 | 2019
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