RT Journal Article
SR Electronic
T1 How Advertisements Mixing Black and White Actors Affect Consumer Intent
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 252
OP 270
DO 10.2501/JAR-2022-013
VO 62
IS 3
A1 Enping (Shirley) Mai
A1 Diana L. Haytko
A1 Brian J. Taillon
YR 2022
UL http://www.journalofadvertisingresearch.com/content/62/3/252.abstract
AB Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse. Using three experimental studies, this research examines how actor race and social tie strength translate into consumer responses to advertising messages. The findings show significant indirect effects of actor race on purchase intention through the three serial mediators of authenticity, attitude toward the advertisement, and word of mouth when social ties are strong.