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Name discrimination – selected attributes based on the German advertising practice

Author

Listed:
  • Lukas Bernfried Bruns

    (Comenius University in Bratislava, Bratislava, Slovak Republic)

  • Kevin Hümmer

    (DHBW (Cooperative State University) Ravensburg, Ravensburg, Germany)

Abstract

Surprisingly, research on name discrimination in advertising is still at an early stage, although all flanking fields have experienced deep and broad research. Discrimination can be evoked through the use of names in advertising. In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. This work makes a contribution to understanding and working through the problem in more detail. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded. The factors and individual interdependencies were only examined in this work in Germany and may therefore be different in other countries and cultures.

Suggested Citation

  • Lukas Bernfried Bruns & Kevin Hümmer, 2021. "Name discrimination – selected attributes based on the German advertising practice," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 16(3), pages 13-20.
    • Handle: RePEc:cub:journm:v:16:y:2021:i:3:p:13-20
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    More about this item

    Keywords

    discrimination; advertising; stereotypes; thinking aloud;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • J15 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Minorities, Races, Indigenous Peoples, and Immigrants; Non-labor Discrimination

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