Ethnic minority consumers reactions to advertisements featuring members of other minority groups

Mohammed El Hazzouri; Kelley J. Main; Sergio W. Carvalho

doi:10.1016/j.ijresmar.2017.06.005

Ethnic minority consumers reactions to advertisements featuring members of other minority groups

Mohammed El Hazzouri, Kelley J. Main, Sergio W. Carvalho

Rowe School of Business

Research output: Contribution to journal › Article › peer-review

16 Citations (Scopus)

Abstract

This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards these advertisements. These effects are moderated by the consumer's level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.

Original language	English
Pages (from-to)	717-733
Number of pages	17
Journal	International Journal of Research in Marketing
Volume	34
Issue number	3
DOIs	https://doi.org/10.1016/j.ijresmar.2017.06.005
Publication status	Published - Sept 2017

Bibliographical note

Funding Information:
This project was supported by funding from the F. Ross Johnson Professorship in Marketing and a Social Sciences and Humanities Research Council (SSHRC) (453-2014-0898) Insight Grant awarded to the second author. Thanks go to James W. Frank for his help creating the stimuli.

Publisher Copyright:
© 2017 Elsevier B.V.

ASJC Scopus Subject Areas

Marketing

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10.1016/j.ijresmar.2017.06.005

Cite this

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abstract = "This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards these advertisements. These effects are moderated by the consumer's level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.",

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AB - This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards these advertisements. These effects are moderated by the consumer's level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.

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Ethnic minority consumers reactions to advertisements featuring members of other minority groups

Abstract

Bibliographical note

ASJC Scopus Subject Areas

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