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Full-Text Articles in Business
Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang
Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang
Honors Program Theses
Previous marketing research has generally not examined how ethnic majority consumers perceive advertisements featuring mixed racial compositions of model groups. This paper presents an investigation into how White consumers’ perceptions and purchase intentions change depending on the racial composition of the people represented in an advertisement. The study uses a single 12-condition experiment, in which we examine the type of advertisement (product vs. social advocacy advertising), racial composition (all-White vs. diverse mix vs. all-Black), and racial priming effects (racially-primed vs. racially-neutral message). Additionally, consumers’ levels of self-referencing to the ad and strength of ethnic identification are explored as possible mediation …
Brand Hate And Brand Forgiveness - A Dynamic Analysis, Alexandra Sampedro
Brand Hate And Brand Forgiveness - A Dynamic Analysis, Alexandra Sampedro
Honors Program Theses
Purpose – Despite the vast research regarding customer brand relationships, and the positive feelings towards brand, there is little research on negative feelings towards brand. Despite the importance of brand hate and brand forgiveness, no research assesses how brand hate evolve over time and how this relates to brand forgiveness. The purpose of this thesis is to address this gap. Design/Methodology/Approach – We used a multi-method approach. First, we conducted a series of 30 in-depths interviews to explore these concepts and develop our research model. Second, we conducted a survey by using MTurk to obtain U.S. representative sample of 506 …