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Ethnic minority consumers reactions to advertisements featuring members of other minority groups

Author

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  • El Hazzouri, Mohammed
  • Main, Kelley J.
  • Carvalho, Sergio W.

Abstract

This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards these advertisements. These effects are moderated by the consumer's level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.

Suggested Citation

  • El Hazzouri, Mohammed & Main, Kelley J. & Carvalho, Sergio W., 2017. "Ethnic minority consumers reactions to advertisements featuring members of other minority groups," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 717-733.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:3:p:717-733
    DOI: 10.1016/j.ijresmar.2017.06.005
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    References listed on IDEAS

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    2. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.

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