Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes

Elias, Troy; Appiah, Osei; Gong, Li

doi:10.1080/15252019.2011.10722182

Cited by 26 publications

(30 citation statements)

References 15 publications

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“…The construction of an ethnic identity strength measure is consistent with Elias, Appiah, and Gong's () work on advertising and strength of ethnic identity, as well as Phinney's (, ) ethnic identity strength index.…”

supporting

confidence: 72%

Deliberation and Ethnicity

2014

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Scholars typically suggest that deliberation, defined as communication guided by reason-giving and inclusion, works best behind a veil of ignorance or when personal differences are bracketed. In this article we explore deliberation within ethnically diverse groups. We operationalize ethnicity in three ways: as an aspect of individual identity, as an identity that is made salient through priming, and as an enactment relative to interactions in particular situations. In this way, we can explore the applicability of our previous experimental results to ethnically diverse groups. We find similar results: within ethnically diverse groups, deliberation matters; participants are more likely to reconsider their positions when deliberating than when simply talking about politics. Ethnicity has no adverse effects on the quality of deliberation, indicating that bracketing has no significant impact. On the contrary, when conceptualized as a relational enactment, ethnicity is correlated with increased levels of reason-giving and inclusion, and hence higher quality deliberation. This suggests deliberation works in multiethnic groups in much the same way as-if not better than-it does in homogeneous groups. Deliberation is a robust form of political communication that not only helps manage, but also embraces diverse subjective experiences as a part of the political process.

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supporting

confidence: 72%

Deliberation and Ethnicity

2014

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“…Appiah (2001) examined the impact of ethnic identity on adolescents' evaluations of print advertisements, finding Black adolescents high (vs. low) in ethnic identity indicated greater (vs. lesser) similarity and identification toward Black models. Elias et al (2011) also found Black viewers' ethnic identity moderated responses to Black (favorable consumer attitudes) and White (negative attitudes) product presenters. These findings support early research examining ethnic identity, which found viewer preferences for seeing one's ethnic group in the media were stronger for viewers with a higher ethnic identity (Whittler, 1989(Whittler, , 1991.…”

Section: Ethnic Identity and Advertising Responsesmentioning

confidence: 83%

“…This construct is particularly relevant in a social identity framework, as ethnic identity reflects the importance of this group membership as part of one's overall social identity. Consumers' strength of ethnic group identity has been used in studies of advertising effectiveness, finding that ethnicity in general (Appiah, 2007) and ethnic identity in particular (Elias, Appiah, & Gong, 2011) can be significant moderating variables. In other words, individuals higher in ethnic identity may act in ways that differ significantly from those who are lower in ethnic identity.…”

Section: Ethnic Identity and Advertising Responsesmentioning

confidence: 99%

The Color of Their Collar: Effects of Social Status Portrayal in Advertising on Self-Esteem

Hoplamazian¹,

Knobloch‐Westerwick²

2014

Howard Journal of Communications

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The social identity framework suggests that exposure to high-status ingroup or low-status outgroup portrayals enhances self-esteem through positive ingroup distinctiveness. In this study, the effects of racial group portrayals in print advertisements on Blacks' and Whites' self-esteem and advertising responses were investigated in an experiment. A series of mock ads were pretested and developed manipulating character race (Black, White) and social status (high-status, low-status), resulting in four conditions. Blacks higher in ethnic identity reported enhanced self-esteem when exposed to lower-status White characters (negative outgroup portrayal), whereas Blacks lower in ethnic identity reported enhanced self-esteem when exposed to higher-status Black characters (positive ingroup portrayal). Advertising outcome measures (attitude toward the ad, purchase intentions) also revealed that level of ethnic identity moderates responses by Black subjects. White subjects reported lower self-esteem after exposure to lower-status Black characters. White participant responses suggest Blacks are not viewed as a competing outgroup, whereas Black participant responses indicate Blacks do not respond to race or social status in advertising uniformly, but rather their level of ethnic identity moderates self-esteem and attitudinal responses to ingroup and outgroup portrayals.

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“…Distinctiveness theory (DT) posits that being a numeric minority will increase the significance of an individual’s minority status (Brewer, 1999), and researchers argue that this is particularly true when considering ethnicity (Grier & Brumbaugh, 2004). Black individuals are a minority group across numerous populations (Bradford—Office for National Statistics, 2012) and as such, they are more ethnicity self-aware (Elias et al, 2011; Watson Thornton, & Davidson, 2011) than Caucasians. Furthermore, DT postulates that as a majority group, Caucasian persons are not as affected by ethnic representation (Brewer, 1999) which explains why they did not show a same-race preference.…”

Section: Discussionmentioning

confidence: 99%

“…Ethnic minorities are “more saliently aware of their race” than ethnic majority persons “and consider their race a prominent factor in their interpersonal communications with Caucasians” (Elias, Appiah, & Gong, 2011). In a study conducted by Appiah (2002), 349 Black, Asian, Hispanic, and Caucasian students viewed a series of advertisements and then completed a questionnaire on their contents.…”

Section: Literature Reviewmentioning

confidence: 99%

Testing the effect of consumer-model racial congruency on consumer behavior

Forbes-Bell

Bardey

Fagan

2019

International Journal of Market Research

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Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry. The present research project aims to evaluate the impact of same-raced model adverts on consumer behavior as well as testing consumer-model racial congruence with a specific focus on Black models and consumers, the latter of whom feel especially underrepresented in advertising campaigns. Two studies were conducted. In Study 1, 120 female participants (38 Black, 82 Caucasian) viewed 28 perfume advertisements featuring 14 Black and 14 Caucasian models. Participants rated their likelihood of purchasing the perfume and how much money they would be willing to spend. In Study 2, 99 female participants (34 Black, 65 Caucasian) made the same ratings in Study 1, but this time they rated images fragrances without any models present. Participants were divided into three conditions: (1) participants who received no priming, (2) participants were primed with images of Black models, and (3) participants were primed with images of Caucasian models. Both studies highlighted that Black participants showed an increased intention of buying as well as a willingness to spend a higher amount of money when the product advertised is accompanied by images of Black models. Consumer-model racial congruence was not supported for Caucasian participants. This article highlights a participant-model racial congruence for Black participants and underlines the positive impact of inclusive fashion on BAME consumers.

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Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes

Cited by 26 publications

References 15 publications

Deliberation and Ethnicity

Deliberation and Ethnicity

The Color of Their Collar: Effects of Social Status Portrayal in Advertising on Self-Esteem

Testing the effect of consumer-model racial congruency on consumer behavior

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