The Changing Face of America: When Majority Group Consumers Prefer Vs. Are Threatened By Ethnic Diversity in Advertising

We find that conservative (liberal) ideology is associated with more negative (positive) attitudes and behavioral intentions when ads feature ethnic diversity/non-White actors. Symbolic threat (seeing the ethnic group as a threat to culture/values), product status, and actor-product fit mediated this effect. Process evidence is provided via both measurement and manipulation.



Citation:

Steven Shepherd, Tanya Chartrand, Gavan Fitzsimons, and Aaron Kay (2020) ,"The Changing Face of America: When Majority Group Consumers Prefer Vs. Are Threatened By Ethnic Diversity in Advertising", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1086-1090.

Authors

Steven Shepherd, Oklahoma State University, USA
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Aaron Kay, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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