Get 20M+ Full-Text Papers For Less Than $1.50/day. Subscribe now for You or Your Team.

Learn More →

Consumers’ Level of Prejudice and Response to Black Models in Advertisements

Consumers’ Level of Prejudice and Response to Black Models in Advertisements The authors report the results of a 2 × 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Consumers’ Level of Prejudice and Response to Black Models in Advertisements

Loading next page...
 
/lp/sage/consumers-level-of-prejudice-and-response-to-black-models-in-bLXwfiAnEo

References (16)

Publisher
SAGE
Copyright
© 1979 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377901600306
Publisher site
See Article on Publisher Site

Abstract

The authors report the results of a 2 × 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.

Journal

Journal of Marketing ResearchSAGE

Published: Aug 1, 1979

There are no references for this article.