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Using self-referencing to explain the effectiveness of ethnic minority models in advertising

Martin, Brett, Lee, Christina , & Fernandez, Nalini (2002) Using self-referencing to explain the effectiveness of ethnic minority models in advertising. International Journal of Advertising, 21(3), pp. 367-379.

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Abstract

Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to marketers using self-reference theory. Our experiment reveals a strong self-referencing effect for ethnic minority individuals. Specifically, Asian subjects (the ethnic minority group) self-referenced ads with Asian models more than white subjects (the ethnic majority group). However, this result was not evident for white subjects. Implications for academics and advertisers are discussed.

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ID Code: 28274
Item Type: Journal Article
Keywords: ethnicity, advertising, self referencing, attitudes
ISSN: 0265-0487
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
Deposited On: 28 Oct 2009 13:08
Last Modified: 11 Aug 2011 01:29

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