The attitude towards advertising (AG) construct has been the focus of several investigations in marketing literature, in part because of the suggestion that it is an antecedent to additional variables affecting

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The purpose of this study was to examine factors that influenced the perceived offensiveness of a prejudicial comment. A mixed-methods study was conducted, with 134 college students participating. Results from a choice-based experiment indicated that racist comments were deemed more offensive than were sexist ones. These effects were amplified when the commenter was a prototypical perpetrator (i.e., when the commenter was White or male). Qualitative data collected from the participants also supported these findings. Results are discussed in terms of contributions to the literature and implications for practice.

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