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White Consumer Response to Asian Models in Advertising

White Consumer Response to Asian Models in Advertising Discusses consumer response to the use of Asian models to reach theAsianAmerican market through mass media advertising. Reports on theresults of an empirical study to discover white consumer reactions toAsians in advertising. Summarizes that Asian models achieved a morefavourable response advertising products associated with Asianmanufacture, a less favourable response with status products, whilethere is no difference in response for convenience products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

White Consumer Response to Asian Models in Advertising

Cohen, Judy
Journal of Consumer Marketing , Volume 9 (2): 7 – Feb 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210036999
Publisher site
See Article on Publisher Site

Abstract

Discusses consumer response to the use of Asian models to reach theAsianAmerican market through mass media advertising. Reports on theresults of an empirical study to discover white consumer reactions toAsians in advertising. Summarizes that Asian models achieved a morefavourable response advertising products associated with Asianmanufacture, a less favourable response with status products, whilethere is no difference in response for convenience products.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 1992

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