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Does history really matter: Investigating historical branded executions' effects on contemporary consumer attitudes

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  • Roland L. Leak
  • Kimberly R. McNeil
  • David Crockett

Abstract

Marketing executions (e.g., advertisements, packaging, and brand imagery) incorporating racial or ethnic stereotypes are present in many brands' histories. Over time, these executions have been updated to comport with societal norms, but much of the dated brand information remains accessible to consumers, especially via various digital platforms and archives. Over four studies, we investigate how exposure to these historical remnants affects contemporary consumers' held brand attitudes, showing that these executions have a detrimental influence in certain marketplace subsegments. Respondents generally report more negative brand attitudes upon exposure to the historical execution based on perceived offensiveness (Studies 1, 2, and 3). Study 4 rounds out these findings by identifying that offensiveness perceptions are differentially tied to how consumers (majority vs. minority) utilize their egalitarian beliefs.

Suggested Citation

  • Roland L. Leak & Kimberly R. McNeil & David Crockett, 2021. "Does history really matter: Investigating historical branded executions' effects on contemporary consumer attitudes," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 445-463, June.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:2:p:445-463
    DOI: 10.1111/joca.12379
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    References listed on IDEAS

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    1. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    2. Joel B. Cohen & Americus Reed II, 2006. "A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 1-15, June.
    3. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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    1. Frederick F. Wherry & Vanessa Gail Perry, 2021. "Anti‐black currents in consumer affairs: An introduction to the special issue," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 356-365, June.
    2. David Crockett, 2022. "Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach [The Ghetto Marketing Life Cycle: A Case of Underachievement]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 1-24.

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