Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

Abstract

<p>Previous studies indicate that consumers generally prefer advertisements that feature ethnically similar models. However, most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices. Basing the theoretical foundation on Self-Identification Theory, the Theory of Planned Behaviour, and Distinctiveness Theory, this paper uses quantitative data collecting and data analysis techniques to explore various aspects of the effects of consumer ethnic identification and acculturation on product purchase intention in the context of Asian identifying consumers in New Zealand. This thesis further explored the impact of attitude toward targeted advertisements in the context of ethnic targeting towards Asian identifying consumers. The findings of this study suggest that the use of Asian models in ads may enhance purchase intention of advertised products among consumers who strongly identify as ethnically Asian, as well as among Asian identifying consumers who have not acculturated strongly to New Zealand culture. This study further found that, where consumers are aware of being personally targeted based on demographic information, consumer purchase intention regarding advertised products may be significantly positively influenced by their attitude towards the practice of targeted advertising itself. These results carry several implications, both practical and theoretical. Specifically, these results may suggest that marketing managers in countries with large (though still in the minority) Asian consumer populations may benefit greatly from engaging in targeted ethnic advertising towards this demographic. Furthermore, the integration of the three theories used into a novel conceptual model represents a potential use in future similar studies.</p>