"Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa
Johnson, Guillaume D. (2013), "Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa, South African Journal of Business Management, 1, 2, p. 11-17
TypeArticle accepté pour publication ou publié
Journal nameSouth African Journal of Business Management
Association of Professional Managers in South Africa
MetadataShow full item record
Author(s)Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Abstract (EN)This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race "matters", the socioeconomic position of the model also predicts advertising effectiveness depending on viewers' racial group. Findings suggest ways to design successful cross-cultural advertising strategies in post-apartheid South Africa.
Subjects / KeywordsPost-apartheid era; Cross-cultural differences; Group identity; Advertising; Ethnicity; Racism
Showing items related by title and author.
"What about the Intended Consequences?" Examining the Effects of Race-Stereotyped Portrayals on Advertising Effectiveness Johnson, Guillaume D.; Grier, Sonya A. (2012) Article accepté pour publication ou publié
Do Network Externalities Really Matter In Consumer Behavior ? Experimental Framework For Measuring Willingness To Pay For Network Size Cadario, Romain; Le Nagard, Emmanuelle; Desmet, Pierre (2012) Communication / Conférence