Ethnic minority consumers reactions to advertisements featuring members of other minority groups

Mohammed El Hazzouri, Kelley J. Main and Sergio W. Carvalho

International Journal of Research in Marketing, 2017, vol. 34, issue 3, 717-733

Abstract: This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards these advertisements. These effects are moderated by the consumer's level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.

Keywords: Ethnic minority; Advertising; Social dominance orientation; Ostracism; Ethnic identification; System justification; Compassion (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:34:y:2017:i:3:p:717-733

DOI: 10.1016/j.ijresmar.2017.06.005

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