Offensive-Stereotyping Ads: Disidentification Tendency in Action

We explore the short and long-term effects of offensive ads on consumer response. Two longitudinal studies showed that discriminated people were offended immediately after exposure and their consumer response was negatively influenced. A month later, those who identified less with their discriminated group had a more positive consumer response.


Enav Friedmann, Eliran Solodoha, and Dorit Efrat-Treister (2021) ,"Offensive-Stereotyping Ads: Disidentification Tendency in Action", 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: 264-265.


Enav Friedmann, Ben-Gurion University
Eliran Solodoha, Ben-Gurion University
Dorit Efrat-Treister, Ben-Gurion University


NA - Advances in Consumer Research Volume 49 | 2021

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