"Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa

Guillaume D. Johnson
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Guillaume D. Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: Post-apartheid era; Cross-cultural differences; Group identity; Advertising; Ethnicity; Racism (search for similar items in EconPapers)
Date: 2013
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Published in South African Journal of Business Management, 2013, 1 (2)

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01655179

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