Article2000

Race, homophily, and purchase intentions and the Black consumer

Eithel M. Simpson · Thelma L. Snuggs · T. Christiansen · Kelli E. Simples

67 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Media, Gender, and Advertising

Abstract

Black consumers are an important market for advertisers to reach. However, designing effective communication strategies is difficult. This study examines the moderation effect of ethnic identification (strength of identity with other blacks) on the tie between advertising stimuli (with racially congruent or incongruent actors) and the subject's perceived homophily (similarity) toward actors featured in ads, and if perceived homophily influences purchase intentions regarding advertised products. ANOVA found a significant interaction between ethnic identity and racial congruity on the perceived level of homophily. In addition, a simple effect for racial congruity on perceived homophily was found. Regression analysis subsequently found a significant effect for the level of perceived homophily on the level of purchase intent. Strategic considerations for marketing advertisers and future research ideas are also presented. © 2000 John Wiley & Sons, Inc.

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2019Diffusion of Innovations 1 1983The diffusion of innovations 1992Homophily and Differential Returns: Sex Differences in Network Structure and Access in an Advertising Firm 1994Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment.1987The heuristic model of persuasion.1987Homophily in Voluntary Organizations: Status Distance and the Composition of Face-to-Face Groups 1977The Impact of Physically Attractive Models on Advertising Evaluations 1970Homophily-Heterophily: Relational Concepts for Communication Research

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