Black and white response to culturally targeted television commercials: A values‐based approach

Pitts, Robert E.; Whalen, D. Joel; O’Keefe, Robert D.; Murray, Vernon

doi:10.1002/mar.4220060406

Cited by 53 publications

(29 citation statements)

References 34 publications

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“…This stream of research has found that ethnic group identification operates as a type of reference group and does exert both normative and informational influence on an individual's behavior and attitudes (Donthu & Cherian, 1994;Kara & Kara, 1996;Pitts, Whalen, O'Keefe, & Murray, 1989;Williams & Qualls, 1989). The identification of racial cues in advertisements also seems to be influenced by the level of ethnic identification.…”

Section: Heuristic Processing and Ethnic Identificationmentioning

confidence: 99%

Race, homophily, and purchase intentions and the Black consumer

et al. 2000

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Section: Heuristic Processing and Ethnic Identificationmentioning

confidence: 99%

Race, homophily, and purchase intentions and the Black consumer

et al. 2000

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“…Even if minority consumers do not have special needs for certain products, they are more responsive to messages that emphasize their unique values and cultural heritage. Several studies find that ethnic consumers are more receptive to advertising focusing on aspirations and values that are salient to them, such as self-fulfillment, self-respect, and accomplishment (Pitts, Whalen, O'Keefe and Murray 1989). Minority consumers also perceive that advertisements using ethnic models project a higher quality image (Kerin 1979).…”

Section: Ethnocentric Biasmentioning

confidence: 98%

Ethical Issues in Ethnic Segmentation and Target Marketing

Cui¹

2015

Proceedings of the 1998 Multicultural Marketing Conference

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In light of increasing diversity in the marketplace, marketers more than ever are using ethnic segmentation and marketing to reach various consumer groups. While some companies have become increasingly sophisticated in marketing to ethnic consumers, others' attempts have misfired and created much controversy, calling for a closer examination of the validity and potential pitfalls of ethnic segmentation and marketing. This research analyzes the ethical issues associated with ethnic segmentation and marketing, and explores managerial implications for devising effective and socially responsible marketing programs.

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“…Fairchild, Stockard and Bowman (1986) demonstrate that African Americans seek out programming that includes representatives of their own ethnic group or portrays ethnically relevant life experiences (Howard, Rothbart, & Sloan, 1978;Hur, 1978). Advertising targeting African American cultural values and using models perceived as similar to observers has been shown to be more effective with this group (Pitts, Whalen, O'Keefe, & Murray, 1989;Rokeach, 1960). It is clear that many African Americans are more likely to attend carefully to HIV prevention messages delivered by people of color than by White, male, middle-class experts (De La Cancela, 1989;DiClemente & Houston-Hamilton, 1989).…”

Section: Sociocultural Factors and Perceptions Of Sourcesmentioning

confidence: 99%

“…Advertising targeting African American cultural values and using models perceived as similar to observers has been shown to be more effective with this group (Pitts, Whalen, O'Keefe, & Murray, 1989;Rokeach, 1960). It is clear that many African Americans are more likely to attend carefully to HIV prevention messages delivered by people of color than by White, male, middle-class experts (De La Cancela, 1989;DiClemente & Houston-Hamilton, 1989).…”

Section: Sociocultural Factors and Perceptions Of Sourcesmentioning

confidence: 99%

Exploring a Model of Symbolic Social Communication

Flora¹,

Schooler²,

Mays³

et al. 1996

J Health Psychol

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We propose a model of symbolic social communication to explain the process whereby sociocultural identity mediates relationships among receivers, sources and messages to shape message effects. This exploratory study examines how two at-risk groups of African American men responded to various HIV prevention messages delivered by celebrity and professional sources. We interviewed 47 men from a homeless shelter and 50 male college students. Members of both groups were likely to select Johnson as the best person to deliver HIV prevention messages among a list of African American celebrity and professional sources. Results suggest the symbolic meanings embedded in celebrities and message topics are important and enduring influences on message effects. The images and ideas that a source represents are transferred to the advocated behavior, attitude or knowledge change and thus shape how messages are interpreted and received. Further understanding of how culture influences the effects of persuasive messages is critical for the improvement of health-communication campaigns. Keywordscelebrities; communication; HIV/AIDS; media; source credibility On 7 November 1991, Earvin 'Magic' Johnson announced he was immediately retiring from the National Basketball Association because he was infected with HIV, the AIDS virus. The media reacted with grief and salutations, lauding this great player's career and his courage in going public (see Kalichman, 1994, for a more in-depth discussion of media coverage of Johnson's announcement). At the same time, AIDS activists and educators discussed the enormous potential Johnson's announcement represented: here was a bona fide superstar whose celebrity status in the psyche of mainstream USA had the capacity of generating unprecedented publicity. Johnson's disclosure was seen as particularly helpful for efforts to reach heterosexuals and minority groups, especially African Americans. NIH-PA Author ManuscriptNIH-PA Author Manuscript NIH-PA Author ManuscriptAfrican Americans are disproportionately represented among HIV-positive/AIDS-infected persons (CDC, 1990;Renzullo, McNeil, Wann, Burke, & Brundage, 1995;Rosenberg et al., 1992), accounting for over 30 percent of the reported AIDS cases (CDC, 1991). An increasing proportion of HIV infection is occurring among African American youths and women (Dicks, 1994). These facts make HIV prevention for African Americans of paramount concern.Johnson's announcement of his own HIV infection presented a serendipitous opportunity for reaching African Americans, particularly heterosexual men. In fact, research demonstrates the announcement produced immediate changes in perceptions of risk among African American men (Kalichman, Russell, Hunter, & Sarwer, 1993b). The announcement also led to increased public requests for AIDS-related information from hotlines (CDC, 1992;Tesoriero & Sorin, 1992). Kalichman and colleagues (1993b) observed a large increase in inner-city men's interest in obtaining information and number of AIDS-related conversations imm...

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Black and white response to culturally targeted television commercials: A values‐based approach

Cited by 53 publications

References 34 publications

Race, homophily, and purchase intentions and the Black consumer

Race, homophily, and purchase intentions and the Black consumer

Ethical Issues in Ethnic Segmentation and Target Marketing

Exploring a Model of Symbolic Social Communication

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