Ethnic Identity in Advertising: A Review and Meta-Analysis

Sierra, Jeremy J.; Hyman, Michael R.; Heiser, Robert S.

doi:10.1080/10496491.2012.715123

Cited by 35 publications

(23 citation statements)

References 87 publications

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“…While in Asia, an Asian model leads to higher perceived offensiveness as compared to Arabic, Western, or African models, in Western Europe, a Western model leads to lower perceived offensiveness as compared to models of another ethnicity. Previous research has demonstrated that advertising effectiveness typically increases when incorporating ethnic endorsers that match the target group, as shown in two large meta-analyses (Kareklas 2010;Sierra, Hyman, and Heiser 2012). Our research challenges this notion and demonstrates that this is not necessarily the case in potentially offensive nudity advertising.…”

Section: Discussionmentioning

confidence: 43%

“…Similar results were found for Asian and Hispanic consumers (Kareklas and Polonsky 2010). Another meta-analysis by Sierra, Hyman, and Heiser (2012) revealed that a match of endorser and audience ethnicity generally enhances attitude toward the brand, the ad, the model, and purchase intention.…”

Section: Model Ethnicity In Advertisingmentioning

confidence: 99%

“…Over recent decades, international advertising has become increasingly diversified with regard to the ethnicity of the models depicted. While previous research has shown that advertising effectiveness typically increases with the incorporation of ethnic endorsers that match the target group (Kareklas 2010;Sierra, Hyman, and Heiser 2012), research has not investigated whether this still holds true when the endorser is presented in a potentially offensive way. Based on schema theory, cultural identity theory, and the cultural values of individualism/collectivism and indulgence/restraint, we address this research gap and analyze how the interplay of model ethnicity and audience ethnicity impacts the perceived offensiveness of nudity ads and subsequent ad and product evaluations.…”

mentioning

confidence: 99%

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“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Terlutter

Diehl

Koinig

et al. 2021

Journal of Advertising

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Based on culture identity theory and schema theory, we investigate how model ethnicity influences the perception and effectiveness of potentially offensive nudity advertising in Asia and Western Europe. Study 1 with 5,193 ad evaluations by 1,731 subjects from two countries shows that the overall perceived offensiveness in nudity advertising was higher in Asia (China) than in Western Europe (Austria). While previous research indicates that sameethnicity endorsers are typically favorable for advertising outcomes, our study demonstrates that same-ethnicity endorsers in nudity advertising led to a higher perceived offensiveness and more negative advertising outcomes in Asia, as compared to endorsers of other ethnicities. In Western Europe, in contrast, same-ethnicity endorsers led to a lower perceived offensiveness and more positive advertising outcomes. A follow-up experiment with 373 subjects validated the results. We suggest a model of multi-ethnic offensive nudity advertising effects that is tested with structural equation modeling. Our findings have implications for international advertising theory and international advertising practice.

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Section: Discussionmentioning

confidence: 43%

Section: Model Ethnicity In Advertisingmentioning

confidence: 99%

mentioning

confidence: 99%

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“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Terlutter

Diehl

Koinig

et al. 2021

Journal of Advertising

View full text Add to dashboard Cite

show abstract

“…Sierra, Hyman, and Heiser () claim that clear ethnic cues in an ad including special terms (e.g., idioms), values (e.g., family spending time during a holiday), and images (e.g., national flag) all encourages ethnically resonant consumers to better recall and develop positive attitude about an ad, which induce favorable attitude that lead to stronger purchasing intentions (Forehand & Deshpandé, ). These ethnic cues may have informational properties (e.g., rational) or emotional properties in the messages.…”

Section: Research Framework and Hypothesesmentioning

confidence: 99%

Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types

Moriuchi

Chung

2017

J of Philanthropy and Mktg

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The purpose of this study is to examine young American donors' perspectives toward disaster ad messages. Attitude toward helping others, social responsibility, ethnic identity on donation behavior, attitude toward ad, and advertising effectiveness were examined using 2 experimental variables (disaster location and message types). The findings explain that the constructs are positively related to each other and the 2 experimental variables significantly influence young Americans' attitudes toward ads and advertising effectiveness. In addition, young Americans expressed stronger feelings concerning attitude toward charity ads, and a higher level of advertising effectiveness was demonstrated when the disaster occurred domestically. Further, emotional messages were considered more persuasive than factual messages. As managerial suggestions, when charities work for domestic disasters, emphasizing patriotism and an emotional message can increase the positive attitude toward ads and advertising effectiveness. On the contrary, when charities work for international disasters, the messages should focus on diminishing distinctions between in-group and out-group perceptions.

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“…We further examine the religious and ethnic identity of participants as a moderator variable. Consumers' ethnic identity is a major factor influencing their responses to advertising (Sierra, Hyman, and Heiser 2012). However, advertising research primarily focused on ethnic identity of minority consumers, thus overlooking the majority consumers' perspective.…”

mentioning

confidence: 99%

Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany

Rößner

Gvili

Eisend

2021

Journal of Advertising

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With global geopolitical changes, marketers have increasingly employed advertisements featuring ethnic and religious minority endorsers. Researchers have examined the effects of this practice, where endorsers' ethnicity and religious associations are interlinked. The present research disentangles the potential effects of these two factors and tests their underlying mechanism. Study 1 (N ¼ 336) shows that the endorser's belongingness to a religious minority group negatively affects attitudinal and behavioral consumer responses. Furthermore, the results indicate that sociomoral disgust mediates the effects of religion on consumer responses. Study 2 (N ¼ 306) supports a moderated mediation model where religious and ethnic identity moderates the indirect effect of ads featuring a religious minority endorser. Additionally, weaker effects for consumers' ethnic identity moderating the indirect effect of ads featuring ethnic minority endorsers were found. The results indicate a strong category dominance of religion for the evaluation of ethnic and religious minority endorsers. The findings theoretically contribute to our understanding of the diverse effects of featuring religious and ethnic minority endorsers in advertisements. Theoretical and managerial implications are discussed.

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Ethnic Identity in Advertising: A Review and Meta-Analysis

Cited by 35 publications

References 87 publications

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

“I’m (Not) Offended by Whom I See!” The Role of Culture and Model Ethnicity in Shaping Consumers’ Responses toward Offensive Nudity Advertising in Asia and Western Europe

Young Americans' ethnic identity toward disaster advertising: The effects of disaster location and message types

Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany

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