THE INFLUENCE OF AD MODEL ETHNICITY AND SELF-REFERENCING ON ATTITUDES : Evidence from New Zealand

• Published in: Journal of advertising 2004-12, Vol.33 (4), p.27-37
• Main Authors: Martin, Brett A. S., pro, University of Otago) is an associate, Kwai-Choi Lee, Christina, se, University of Auckland) is a
• Format: Article
• Language: English
• Subjects: 28 37; Advertising; Advertising research; Business studies; Consumer advertising; Consumer behaviour; Consumer research; Ethical aspects; Ethnic groups; Ethnicity; Marketing; Modeling; New Zealand; Self concept; Stereotypes; White people
• ISSN: 0091-3367; 1557-7805
• DOI: 10.1080/00913367.2004.10639172

This paper examines consumer self-referencing as a mechanism for explaining ethnicity effects in advertising. Data was collected from a 2 (model ethnicity: Asian, white) ´ 2 (product stereotypicality: stereotypical, nonstereotypical) experiment. Measured independent variables included participant ethnicity and self-referencing. Results show that (1) Asians exhibit greater self-referencing of Asian models than do whites; (2) self-referencing mediates ethnicity effects on attitudes (i.e., attitude toward the model, attitude toward the ad, brand attitudes, and purchase intentions); (3) high-self-referencing Asians have more favorable attitude toward the ad and purchase intentions than low-self-referencing Asians; and (4) Asian models advertising atypical products generate more self-referencing and more favorable attitudes toward the model, Aad, and purchase intentions from both Asians and whites.