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

Résultat de recherche: Article › examen par les pairs

16 Citations (Scopus)

Résumé

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.

Langue d'origine	English
Pages (de-à)	717-733
Nombre de pages	17
Journal	International Journal of Research in Marketing
Volume	34
Numéro de publication	3
DOI	https://doi.org/10.1016/j.ijresmar.2017.06.005
Statut de publication	Published - sept. 2017

Note bibliographique

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

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

Résumé

Note bibliographique

ASJC Scopus Subject Areas

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