Facial Alterations in Marketing Products Can Dehumanize Consumers: the Dark Side of Puppy and Eye Filters on Attitudes Toward Underrepresented Consumers
We show that many products and marketing-related behavior increase racism and prejudiced behavior towards minorities. Marketers who manipulate eyes using filters induce dehumanization, an effect underpinned by consumers’ ability to see the self of the person. The effect is robust whether people evaluated minorities, or even when minorities evaluated themselves.
Sumitra Auschaitrakul and Dan King (2021) ,"Facial Alterations in Marketing Products Can Dehumanize Consumers: the Dark Side of Puppy and Eye Filters on Attitudes Toward Underrepresented Consumers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 897-897.
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley
NA - Advances in Consumer Research Volume 49 | 2021
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