Identity salience and the influence of differential activation of the social self-schema on advertising response.

Abstract

The authors examined how identity primes and social distinctiveness influence identity salience (i.e., the activation of a social identity within an individual's social self-schema) and subsequent responses to targeted advertising. Across 2 studies, individuals who were exposed to an identity prime (an ad element that directs attention to the individual's social identity) and who were socially distinctive (minorities in the immediate social context) expressed systematically different evaluations of spokespersons and the advertisements that featured them. Specifically, Asian (Caucasian) participants responded most positively (negatively) to Asian spokespeople and Asian-targeted advertising when the participants were both primed and socially distinctive. No main effects of identity primes or social distinctiveness were found. The implications of these findings for identity theory, advertising practice, and intervention communications are discussed.

The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior

“…The moderating effect of IS on the relationship between identity attractiveness and consumer-company identification suggests that consumers are more likely to adopt social identities (to identify with social identities) that they consider to be self-important (Reed II, 2004), while in low IS contexts it is more difficult to reach a state of identification. In addition, a strong identifier is not necessarily in a constant state of salience (Forehand et al, 2002); however, activating the IS of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty. In addition, the flow of effects included in the model, from CSR associations to consumer loyalty, adds an important new perspective to managers' understanding of the possibilities of the company CSR investments.…”

“…IS can generate attitudes and induce behaviors consistent with the social identity, when a social identity is an activated component of a person's social self-schema (Forehand et al, 2002). Therefore, to the extent that a particular social identity is relevant to evaluating a brand, making that identity more salient is likely to increase the weight that identity-relevant information is given when evaluating the brand (Reed, 2004).…”

Comparative Dispute Resolution in the Workplace

“…When a decision-maker shares a similar background with one side in a dispute, there may be a greater tendency to identify with the needs and interests of that party (Forehand et al 2002;Turner et al 1987). This, in turn, may affect how testimony is interpreted, how evidence is evaluated, and the factors that are considered when determining the outcome.…”

Do Ethnic Cues Improve Advertising Effectiveness for Ethnic Consumers?

“…(Forehand et al, 2002) White, Asians/Race Visual Videotape of television commercials Ethnic spokesperson liking; cognitive responses; attitude towards ad…”