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The influence of ad model ethnicity and self-referencing on attitudes evidence from New Zealand

Martin, Brett, Lee, Christina , & Yang, Feng (2004) The influence of ad model ethnicity and self-referencing on attitudes evidence from New Zealand. Journal of Advertising, 33(4), pp. 27-37.

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Abstract

This paper examines consumers self-referencing as a mechanism for explaining ethnicity effects in advertising. Data was collected from a 2 (model ethnicity: Asian, white) x 2 (product stereotypicality: stereotypical, non-stereotypical) experiment. Measured independent variables included participant ethnicity and self-referencing. Results shows that (1) Asian exhibit greater self-referencing of Asian models than whites do; (2) self-referencing mediates ethnicity effects on attitude ( ie, attitude towards the model, attitude toward the add, brand attitude, and purchase intentions); (3) high self-referencing Asian have more favourable attitude towards the add and purchase intentions than low self referencing Asians; and (4) Asian models advertising atypical products generate more self-referencing and more favourable attitudes toward the model, A, and purchase intentions for both Asians and whites.

Impact and interest:

38 citations in Scopus
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30 citations in Web of Science®

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ID Code: 28059
Item Type: Journal Article
Additional URLs:
Keywords: advertising, ethnic minority models, self referencing, attitudes
ISSN: 0091-3367
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 Amderican Academy of Advertising
Deposited On: 20 Oct 2009 09:29
Last Modified: 18 Apr 2013 09:09

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