How Advertisements Mixing Black and White Actors Affect Consumer Intent

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-06-06 DOI:10.2501/jar-2022-013

E. Mai, Diana L. Haytko, Brian J. Taillon

引用次数: 0

Abstract

Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse. Using three experimental studies, this research examines how actor race and social tie strength translate into consumer responses to advertising messages. The findings show significant indirect effects of actor race on purchase intention through the three serial mediators of authenticity, attitude toward the advertisement, and word of mouth when social ties are strong.

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黑人和白人混合广告如何影响消费者意愿

尽管自美国建国以来，针对那些长得不像我们的人的种族主义就一直存在，但随着我们国家变得更加多样化，这种种族主义并没有减少。通过三项实验研究，本研究考察了演员种族和社会关系强度如何转化为消费者对广告信息的反应。研究结果表明，当社会关系较强时，演员种族通过真实性、对广告的态度和口碑三个系列中介因素对购买意愿产生显著的间接影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.