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Viewers' processing of Actor's race and message claims in advertising stimuli

Viewers' processing of Actor's race and message claims in advertising stimuli This study examines the impact of white and black actors' race and viewers' racial attitudes on advertisement evaluation, A total of 160 white and 140 black participants rated an advertisement featuring a white or black actor promoting a portable word processor or a liquid laundry detergent. An assessment of racial attitudes (i.e., whites' racial prejudice and blacks' identification with black culture) followed product, advertisement, and actor ratings. The findings indicated that, when the black actor promoted the relatively inexpensive liquid detergent, viewers with stronger racial attitudes were more likely to employ racially focused heuristics than viewers with weaker racial attitudes. The data did not support the notion that viewers with less defined racial attitudes would be more likely to consider the message claims than viewers with firmly established racial attitudes. These findings provided partial support for the heuristic versus systematic processing distinction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Viewers' processing of Actor's race and message claims in advertising stimuli

Psychology & Marketing , Volume 6 (4) – Dec 1, 1989

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References (35)

Publisher
Wiley
Copyright
Copyright © 1989 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.4220060405
Publisher site
See Article on Publisher Site

Abstract

This study examines the impact of white and black actors' race and viewers' racial attitudes on advertisement evaluation, A total of 160 white and 140 black participants rated an advertisement featuring a white or black actor promoting a portable word processor or a liquid laundry detergent. An assessment of racial attitudes (i.e., whites' racial prejudice and blacks' identification with black culture) followed product, advertisement, and actor ratings. The findings indicated that, when the black actor promoted the relatively inexpensive liquid detergent, viewers with stronger racial attitudes were more likely to employ racially focused heuristics than viewers with weaker racial attitudes. The data did not support the notion that viewers with less defined racial attitudes would be more likely to consider the message claims than viewers with firmly established racial attitudes. These findings provided partial support for the heuristic versus systematic processing distinction.

Journal

Psychology & MarketingWiley

Published: Dec 1, 1989

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