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White Consumer Sales Response to Black Models

White Consumer Sales Response to Black Models Ronald F. Bush, Robert F. Gwinner, and Paul J. Solomon White Consumer Sales Response to Black Models Are the sales responses of white consumers to black models and white models in in-store promotions different? 4 5 the models, the level of subjects' prejudice, the OR many years, the NAACP and CORE have F 6 pursued a reduction in racial prejudice. To social deference of white and black models, the type of advertised product, and the brands of this end, both organizations have urged marketers and advertising agencies to use blacks more often the advertised product classes. Although most of these research studies utilized print media ad­ in advertisements in media not aimed specifically at blacks. While a number of large firms have vertisements, one study examined television com­ mercials.9 responded by including black models in promo­ tional materials, many businessmen remain ap­ Unfortunately, this research has not been con­ prehensive because of the fear of losing sales.2 clusive. In general, these studies determined that This article reports the results of an experimental black models do not adversely affect consumer study designed to provide businessmen with a attitudes. A few, however, found an adverse re­ measure of white consumers' sales http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

White Consumer Sales Response to Black Models

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Publisher
SAGE
Copyright
© 1974 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224297403800206
Publisher site
See Article on Publisher Site

Abstract

Ronald F. Bush, Robert F. Gwinner, and Paul J. Solomon White Consumer Sales Response to Black Models Are the sales responses of white consumers to black models and white models in in-store promotions different? 4 5 the models, the level of subjects' prejudice, the OR many years, the NAACP and CORE have F 6 pursued a reduction in racial prejudice. To social deference of white and black models, the type of advertised product, and the brands of this end, both organizations have urged marketers and advertising agencies to use blacks more often the advertised product classes. Although most of these research studies utilized print media ad­ in advertisements in media not aimed specifically at blacks. While a number of large firms have vertisements, one study examined television com­ mercials.9 responded by including black models in promo­ tional materials, many businessmen remain ap­ Unfortunately, this research has not been con­ prehensive because of the fear of losing sales.2 clusive. In general, these studies determined that This article reports the results of an experimental black models do not adversely affect consumer study designed to provide businessmen with a attitudes. A few, however, found an adverse re­ measure of white consumers' sales

Journal

Journal of MarketingSAGE

Published: Apr 1, 1974

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