White Consumer Sales Response to Black Models

Journal of Marketing Research, 1979

The authors report the results of a 2 X 3 factorial experiment which measures high and low prejudice white consumers' evaluations of ads for which models' race is manipulated. The study disconfirms the results of a previous study which differ substantially from those of the general body of literature on the effects of black models. The response of consumers to black models is found to be consistent with previous research findings. Consumers' Level of Prejudice and Response to Black Models in Advertisements Research measuring the reaction ofwhite consumers to black models appearing in promotional material has been conducted since 1964. The impetus for this research was marketers' wish to design strategies to appeal to the growing black market without alienating the dominant white market. Also, as minority groups became more influential, the threat of boycotts and lawsuits forced marketers to use more black models in promotional materials. Unfortunately, the research findings on the effects of black models in promotional materials have not been entirely consistent. For example, white consumers have responded to black models in promotional materials positively, neutra~y, and even negatively. However, though a few studies have demonstrated these slight differences, enough research has been conducted to date to allow theoretical statement-"white consumers do not react negatively to black models." Major negative reactions to black models have been found in only one study (Cagley and Cardozo 1970). Because the findings of this study are inconsistent with those reported in the rest of the literature, and because the study contains several methodological flaws, the present study's purpose is to remedy the methodological weaknesses and to replicate the experiment.

2014

Several studies have shown the potential of product placement use. Since traditional media have become saturated, this communication technique benefits from growing interest. Consequently, product and/or brand placements have mushroomed, especially in Hollywood movies, but not always with the same effectiveness. Rather than focusing on the placement itself, this research proposes to explore new insights concerning viewers' reaction during the second step exposure. A sample of 3,532 DVD French viewers has been used to link the way the movie has been viewed, chosen and appreciated (or not) with a spontaneous brand placement recall, the day after the film has been watched at home. Results contribute to strengthen the professionals' interest in the technique, and complete the academic knowledge on the topic. A profusion of brand placements does not mechanically increase the number of brands recalled, and a first viewing of the movie at the cinema, just as watching it at home on a large home cinema screen, improves the brand placement recall. Such an improvement also occurs when a DVD movie is chosen either because of the movie director or when the viewer likes the movie he watched.

Research that examines race-stereotyped advertising emphasizes the social impact of these representations and overlooks the potential positive effect on advertising effectiveness. The present research examines the effects of racestereotyped portrayals on advertising effectiveness among both members and nonmembers of a group that is stereotyped in an advertisement. We integrate research on consumer identity, social categorization, and advertising persuasion to hypothesize the process underlying viewers' attitude formation when exposed to advertising featuring a race-stereotyped portrayal. Results of an experiment conducted in South Africa demonstrate that members of the group that is the subject of the stereotyped portrayal (stereotyped viewers) feel offended. At the same time, results suggest that nonstereotyped viewers experience ambivalence when exposed to stereotyped portrayals. Findings highlight the role of viewers' strength of identification and provide guidance to advertisers with regard to the use of stereotyped portrayals in advertising.

PsycEXTRA Dataset, 2013

The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn't see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.

Journal of Historical Research in Marketing

Journal of Fundamental Applied Sciences, 2018

The demand and consumption for beauty and cosmetic products have increased tremendously over the years and it becomes a phenomenon in Malaysia. Not only because of the K-Wave trend, but also many other factors that lead the young consumers to buy such products. The purpose of this research is to test the effect of marketing stimuli on consumer purchase decision. Also, testing the mediating effect of components of a psychological factor in the relationship between marketing stimuli and consumer purchase decisions. A structured pilot survey implied and 102 respondents participated. Multiple linear regression analyses conducted. The result confirmed that young consumers strongly influenced by marketing activities, perceived brand image and perceived quality except for perceived CEO's image. Hence, the young consumers did not rely on only on CEO's image when making a purchase.

Komunikator

Development of communication and transportation technology has customized the appearance of multicultural marketing environments. The condition causes changes in advertising practices as one of the disciplines that have long been used in promotional practices. In many countries with a multiethnic population, advertising practices based on the melting-pot theory began to be questioned. Some research started to answer the doubts of theoretical assumptions of the melting-pot theory on the situation of multicultural marketing. Among them is the research conducted by Christina Kwai-Choi Lee and his friends with a multi-ethnic social background of New Zealand. This research, referring to that research, tests the model developed by Lee and his friends, by taking a multi-ethnic social background in Indonesia. This research focuses on the use of ad models ethnicity in advertising and usesexperimental laboratory method with 2x2 between-subject factorial design. The factors that are manipulated are ad models ethnicity (Chinese ad model versus Javanese ad model) and product ethnicity category (Chinese ethnic product versus Javanese ethnic product). Participants used are 160 female students from SMA Steladuce 1 Yogyakarta. The result shows that the presence of Chinese ethnicity in the predominantly Javanese environment leads to individuals from Chinese ethnicity become more sensitive to referencing themselves to an advertisement with Chinese models (H-1). Furthermore, an individual's self-referencing to the advertisement with a model that fits with an individual's ethnicity might affect individual attitude in advertising (H-2a, H-2b, H-2c). This study indicates that the Javanese product can moderate self-referencing of individual consumers to an advertisement that uses a model from Chinese ethnicity (H-3a and H-3b) Keywords: self-referencing; attitude; ad models ethnicity; product ethnic category. ABSTRAK Vol. 11 No. May iklan (model iklan Tionghoa versus model iklan Jawa) dan kategori produk kesukuan (produk kesukuan Tionghoa versus produk kesukuan Jawa). Partisipan yang digunakan adalah 160 siswa perempuan dari SMA Steladuce 1 Yogyakarta. Hasil penelitian menunjukkan bahwa keberadaan kesukuan minoritas Tionghoa di dalam lingkungan kesukuan mayoritas Jawa menyebabkan individu dari kesukuan minoritas Tionghoa menjadi lebih sensitif di dalam memberikan pengacuan diri terhadap iklan dengan model iklanTionghoa (H-1). Hasil dari penelitian ini juga menunjukkan bahwa pengacuan diri individu terhadap iklan dengan model iklan yang sesuai dengan kesukuan individu dapat mempengaruhi sikap individu di dalam periklanan (H-2a, H-2b, H-2c). Selanjutnya hasil dari penelitian ini menunjukkan bahwa keberadaan produk dari kesukuan mayoritas Jawa dapat memoderasi pengacuan diri individu konsumen terhadap iklan yang menggunakan model iklan dari kesukuan minoritasTionghoa (H-3a dan H-3b

Journal of Current Issues & Research in Advertising, 2012

Journal of Human Sciences, 2016

Behavioral economics is one of the sub-disciplines discussed through the process of economic thought. It studies the economic decisions of the individuals under the influence of social, emotional and cognitive factors. According to the rational behavior theory in economics, it is discussed that, the individuals may show irrational behaviors in spite of the expectation of rational behaviors. Economics is a human focused social science. The studies held, illustrate that the human behaviors have to be evaluated with the psychological factors. The purpose of this study is to investigate the influence of sales efforts of the drug firms on the economic decision making. The data gathered by the questionnaire show that the marketing strategies influence the decision making behavior of individuals.

The thought surrounding my controversial introspective paper has formed a critical genealogy of its own. Here, I revisit the paper's writing and then consider readers' responses, including my own. In so doing, I find that the idea of erasure adapted from Derrida best describes what has emerged, namely a process of ignoring what I said or effacing/recasting it when ignoring was not possible. Key Words • academic erasure • Asian versus Western thought • cultural amnesia • genealogies of a paper's and researcher's career • introspection • narrative versus metacognitive introspection • thought experiments • types of introspection