Economics at your fingertips  

The role of a model’s race in influencing Chinese consumers’ product perception

Xiaobing Xu () and Rong Chen
Additional contact information
Xiaobing Xu: School of Economics and Management, Department of Marketing, Tsinghua University
Rong Chen: School of Economics and Management, Department of Marketing, Tsinghua University

Asian Business & Management, 2016, vol. 15, issue 3, 201-225

Abstract: Abstract Previous studies indicate that consumers generally favor ads featuring racially similar models. However, distinctiveness theory suggests that people in a homogeneous society may not treat race as a similarity trait. On the basis of stereotype activation and country-of-origin theory, we find the use of Western models in ads may enhance Chinese consumers’ product-attribute beliefs and attitudes. Our work also extends knowledge of gender differences in information processing by showing that the model-race effect is stronger in males; this is attenuated when the product is utilitarian rather than hedonic, providing an explanation of why some product categories in China are more likely to feature foreign models in ads.

Keywords: model race; country-of-origin; information processing; utilitarian product; hedonic product (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

Access Statistics for this article

Asian Business & Management is currently edited by Fabian Jintae Froese

More articles in Asian Business & Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2020-01-08
Handle: RePEc:pal:abaman:v:15:y:2016:i:3:d:10.1057_abm.2016.1