Access the full text.
Sign up today, get DeepDyve free for 14 days.
M. Schlinger, Joseph Plummer (1972)
Advertising in Black and WhiteJournal of Marketing Research, 9
Russell Wiegel, J. Loomis, Matthew Soja (1980)
Race relations on prime time television.Journal of Personality and Social Psychology, 39
E. Burnstein, E. Stotland, A. Zander (1961)
Similarity to a model and self-evaluation.Journal of abnormal and social psychology, 62
Rokeach Rokeach, Mezei Mezei (1966)
Race and shared belief as factors in social distanceScience, 151
D. McKirnan, C. Smith, E. Hamayan (1983)
A sociolinguistic approach to the belief-similarity model of racial attitudesJournal of Experimental Social Psychology, 19
Ellen Berscheid (1966)
Opinion change and communicator-communicatee similarity and dissimilarity.Journal of Personality and Social Psychology, 4
H. Kelman (1961)
PROCESSES OF OPINION CHANGEPublic Opinion Quarterly, 25
Jacob Cohen, P. Cohen, S. West, L. Aiken (1979)
Applied multiple regression/correlation analysis for the behavioral sciences
R. Bush, J. Hair, P. Solomon (1979)
Consumers’ Level of Prejudice and Response to Black Models in AdvertisementsJournal of Marketing Research, 16
E. Pedhazur (1982)
Multiple Regression in Behavioral Research: Explanation and Prediction
Timothy Brock (1965)
COMMUNICATOR-RECIPIENT SIMILARITY AND DECISION CHANGE.Journal of personality and social psychology, 1
Shelley Taylor, S. Fiske (1978)
Salience, Attention, and Attribution: Top of the Head PhenomenaAdvances in Experimental Social Psychology, 11
H. Kelman, A. Eagly (1965)
ATTITUDE TOWARD THE COMMUNICATOR, PERCEPTION OF COMMUNICATION CONTENT, AND ATTITUDE CHANGE.Journal of personality and social psychology, 1
M. Rokeach (1960)
The Open and Closed Mind
J. Woodmansee, S. Cook (1967)
Dimensions of verbal racial attitudes: their identification and measurement.Journal of personality and social psychology, 7 3
S. Chaiken, A. Eagly (1983)
Communication modality as a determinant of persuasion: The role of communicator salience.Journal of Personality and Social Psychology, 45
Tolley Tolley, Goett Goett (1971)
Reactions to blacks in newspaper adsJournal of Advertising Research, 11
Triandis Hc (1961)
A note on Rokeach's theory of prejudice.Journal of abnormal and social psychology, 62
P. Solomon, R. Bush, J. Hair (1976)
White and Black Consumer Sales Response to Black ModelsJournal of Marketing Research, 13
W. Muse (1971)
Product-Related Response to Use of Black Models in AdvertisingJournal of Marketing Research, 8
R. Dienstbier (1972)
A MODIFIED BELIEF THEORY OF PREJUDICE EMPHASIZING THE MUTUAL CAUSALITY OF RACIAL PREJUDICE AND ANTICIPATED BELIEF DIFFERENCESPsychological Review, 79
R. Bush, R. Gwinner, P. Solomon (1974)
White Consumer Sales Response to Black ModelsJournal of Marketing, 38
P. Busch, David Wilson (1976)
An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller DyadJournal of Marketing Research, 13
Stafford Stafford, Birdwell Birdwell, Tassel Tassel (1970)
Integrated advertising‐white backlash?Journal of Advertising Research, 10
R. Petty, J. Cacioppo, D. Schumann (1983)
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementJournal of Consumer Research, 10
A. Barban (1969)
The Dilemma of "Integrated" AdvertisingThe Journal of Business, 42
S. Chaiken (1987)
The heuristic model of persuasion.
M. Rokeach, L. Mezei (1966)
Race and shared belief as factors in social choice.Science, 151 3707
A. Eagly, S. Chaiken (1984)
Cognitive theories of persuasionAdvances in Experimental Social Psychology, 17
J. Hensel, R. Blackwell, B. Sternthal (1970)
Pupil dilation: What does it measure?Journal of Advertising Research, 10
George Szybillo, J. Jacoby (1974)
EFFECTS OF DIFFERENT LEVELS OF INTEGRATION ON ADVERTISING PREFERENCE AND INTENTION TO PURCHASEJournal of Applied Psychology, 59
S. Chaiken (1980)
Heuristic versus systematic information processing and the use of source versus message cues in persuasion.Journal of Personality and Social Psychology, 39
M. Goldstein, E. Davis (1972)
Race and belief: A further analysis of the social determinants of behavioral intentions.Journal of Personality and Social Psychology, 22
J. Robinson, R. Hefner (1967)
Multidimensional differences in public and academic perceptions of nations.Journal of personality and social psychology, 7 3
H. Triandis, E. Davis (1965)
Race and belief as determinants of behavioral intentions.Journal of personality and social psychology, 2 5
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.
Psychology & Marketing – Wiley
Published: Dec 1, 1989
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.