Using a Model's Apparent Ethnicity to Influence Viewer Responses to Print Ads: A Social Identity Theory Perspective

Abstract

Although the efficacy of ads with ethnically resonant cues is well known, further examination of viewers' responses to print ads, based on the apparent ethnicity of models used in the ads, is needed. From a Social Identity Theory perspective, we examine a determinant of, as well as the direct and indirect effects of, ethnic identification with a print ad—created by a model's apparent ethnicity—on intentions to buy the featured brand. Our empirical results, which rely on four extant scales and a new multi-item measure of ethnic identification with an ad, validate the positive relationships proposed in the structural model.

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