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White and Black Consumer Sales Response to Black Models

White and Black Consumer Sales Response to Black Models An experiment was conducted to examine consumer response to black models displayed in promotional material. The study extends prior research on the effects of black models by determining (1) the sales response of white consumers in the Deep South to black models and (2) the sales response of black consumers to black models. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

White and Black Consumer Sales Response to Black Models

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References (15)

Publisher
SAGE
Copyright
© 1976 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377601300416
Publisher site
See Article on Publisher Site

Abstract

An experiment was conducted to examine consumer response to black models displayed in promotional material. The study extends prior research on the effects of black models by determining (1) the sales response of white consumers in the Deep South to black models and (2) the sales response of black consumers to black models.

Journal

Journal of Marketing ResearchSAGE

Published: Nov 1, 1976

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