Ethnic Identity in Advertising : A Review and Meta-Analysis
Journal of Promotion Management
The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested.
Sierra, Jeremy J.; Hyman, Michael R.; and Heiser, Robert S. Ph.D., "Ethnic Identity in Advertising : A Review and Meta-Analysis" (2012). Faculty Publications. 5.