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"What about the Intended Consequences?" Examining the Effects of Race-Stereotyped Portrayals on Advertising Effectiveness

hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorJohnson, Guillaume D.*
hal.structure.identifier
dc.contributor.authorGrier, Sonya A.*
dc.date.accessioned2013-05-23T11:00:13Z
dc.date.available2013-05-23T11:00:13Z
dc.date.issued2012
dc.identifier.issn0091-3367
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/11296
dc.language.isoenen
dc.subjectStereotype (Psychology)
dc.subjectSouth Africa
dc.subjectStereotyped Behavior
dc.subjectadvertising
dc.subjectconsumer identity
dc.subject.ddc659en
dc.subject.classificationjelJ.J1.J15en
dc.subject.classificationjelM.M3.M37en
dc.title"What about the Intended Consequences?" Examining the Effects of Race-Stereotyped Portrayals on Advertising Effectiveness
dc.typeArticle accepté pour publication ou publié
dc.contributor.editoruniversityotherKogod School of Business, American Uni-versity, Washington, DC;États-Unis
dc.description.abstractenResearch that examines race-stereotyped advertising emphasizes the social impact of these representations and overlooks the potential positive effect on advertising effectiveness. The present research examines the effects of race-stereotyped portrayals on advertising effectiveness among both members and nonmembers of a group that is stereotyped in an advertisement. We integrate research on consumer identity, social categorization, and advertising persuasion to hypothesize the process underlying viewers' attitude formation when exposed to advertising featuring a race-stereotyped portrayal. Results of an experiment conducted in South Africa demonstrate that members of the group that is the subject of the stereotyped portrayal (stereotyped viewers) feel offended. At the same time, results suggest that nonstereotyped viewers experience ambivalence when exposed to stereotyped portrayals. Findings highlight the role of viewers' strength of identification and provide guidance to advertisers with regard to the use of stereotyped portrayals in advertising.
dc.relation.isversionofjnlnameJournal of Advertising
dc.relation.isversionofjnlvol41
dc.relation.isversionofjnlissue3
dc.relation.isversionofjnldate2012
dc.relation.isversionofjnlpages91-105
dc.relation.isversionofdoi10.2753/JOA0091-3367410306
dc.subject.ddclabelPublicité Relations publiquesen
dc.description.ssrncandidatenon
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceInternational
dc.relation.Isversionofjnlpeerreviewedoui
dc.date.updated2016-09-12T12:17:16Z
hal.identifierhal-01655586*
hal.version1*
hal.update.actionupdateMetadata*
hal.author.functionaut
hal.author.functionaut


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