Weitere Artikel dieser Ausgabe durch Wischen aufrufen
Increasingly, national brands have cast people from marginalized groups in advertising. It is important to understand the elements that influence consumers’ responses to advertisements featuring groups who have been traditionally excluded from advertising campaigns. Although consumers may wish to buy brands that support their own views on human rights and equality, we propose that consumers in the target market may be uncomfortable if the group portrayal contradicts their beliefs about the topic, concept, or social groups in the ad. Across two studies, we show that when an ad creates this type of internal contradiction within consumers, it may elicit a more negative response than an ad portraying a more traditional model. However, we also find preliminary evidence that using models from marginalized groups can be more effective than using more traditional models—as long as such portrayals do not violate certain target consumers’ schemas. The implications of these results will be discussed.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Anderson, J. (2012). Marketing communications plan: Honey Nut Cheerios. Retrieved August 31, 2018 from https://jessicaandersonresume.weebly.com/uploads/1/4/3/0/14305546/honey_nut_cheerios.pdf.
Bhat, S., Leigh, T. W., & Wardlow, D. L. (1998). The effect of consumer prejudices on ad processing: heterosexual consumers’ responses to homosexual imagery in ads. Journal of Advertising, 27, 9–28. https://doi.org/10.1080/00913367.1998.10673566. CrossRef
Bonchek, M. & France, C. (2016). Build your brand as a relationship. Harvard Business Review. Retrieved from https://hbr.org/2016/05/build-your-brand-as-a-relationship
Crandall, C. S. (1994). Prejudice against fat people: ideology and self-interest. Journal of Personality and Social Psychology, 66, 882–894. https://doi.org/10.1037/0022-35126.96.36.1992. CrossRef
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–373. CrossRef
Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: a regression-based approach. New York: The Guilford Press.
Heilman, M. E., & Eagly, A. H. (2008). Gender stereotypes are alive, well, and busy producing workplace discrimination. Industrial and Organizational Psychology: Perspectives on Science and Practice, 1, 393–398. CrossRef
Jaffe, C. (2015). How advertising has become an agent of social change. Retrieved from https://medium.com/@moonstorming/how-advertising-has-become-an-agent-of-social-change-148aa0ef303a
Merrick, A. (2014). Marketing “Real” Bodies. The New Yorker. Retrieved from https://www.newyorker.com/business/currency/marketing-real-bodies
Newman, A. A. (2013). Nestle adds premium brand in still water arena. The New York Times. Retrieved from http://www.nytimes.com/2013/06/10/business/media/nestle-adds-a-premium-brand-in-still-water-category.html?ref=business&_r=1&.
Plant, E. A., & Devine, P. G. (1998). Internal and external motivation to respond without prejudice. Journal of Personality and Social Psychology, 75, 811–832. https://doi.org/10.1037/0022-35188.8.131.521. CrossRef
Ratcliff, J. J., Lassiter, G. D., Markman, K. D., & Snyder, C. J. (2006). Gender differences in attitudes toward gay men and lesbians: the role of motivation to respond without prejudice. Personality and Social Psychology Bulletin, 32, 1325–1338. https://doi.org/10.1177/0146167206290213. CrossRef
Roese, N. J., & Sherman, J. W. (2007). Expectancy. In A. W. Kruglanski & E. T. Higgins (Eds.), Social psychology: A handbook of basic principles (Vol. 2, pp. 91–115). New York: Guilford Press.
Rudman, L. A., & Glick, P. (1999). Feminized management and backlash toward agentic women: the hidden costs to women of a kinder, gentler image of middle managers. Journal of Personality and Social Psychology, 77(5), 1004–1010. https://doi.org/10.1037/0022-35184.108.40.2064. CrossRef
Sandikci, O., & Ekici, A. (2009). Politically motivated brand rejection. Journal of Business Research, 62(2), 208–217. https://doi.org/10.1016/j.jbusres.2008.01.028. CrossRef
Solomon, A. (2014). “Honey Maid and the Business of Love,” The New Yorker. Retrieved from https://www.newyorker.com/business/currency/honey-maid-and-the-business-of-love
Whittler, T. E., & DiMeo, J. (1991). Viewers’ reactions to racial cues in advertising stimuli. Journal of Advertising Research, 31, 37–46.
Wootson, C. R. (2017). A Dove ad showed a black woman turning herself white. The backlash is growing. The Washington Post. Retrieved from https://www.washingtonpost.com/news/business/wp/2017/10/08/dove-ad-that-shows-a-black-woman-turning-herself-white-sparks-consumer-backlash/?utm_term=.048c196dbe26
Zmuda, N. (2014). Ad campaigns are finally reflecting diversity of U.S. Advertising Age. Retrieved from http://adage.com/article/news/ad-campaigns-finally-reflects-diversity-u-s/292023/
- The effect of traditionally marginalized groups in advertising on consumer response
Enrica N. Ruggs
Jennifer Ames Stuart
Linyun W. Yang
- Springer US