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The role of a model’s race in influencing Chinese consumers’ product perception

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  • Xiaobing Xu

    (School of Economics and Management, Department of Marketing, Tsinghua University)

  • Rong Chen

    (School of Economics and Management, Department of Marketing, Tsinghua University)

Abstract

Previous studies indicate that consumers generally favor ads featuring racially similar models. However, distinctiveness theory suggests that people in a homogeneous society may not treat race as a similarity trait. On the basis of stereotype activation and country-of-origin theory, we find the use of Western models in ads may enhance Chinese consumers’ product-attribute beliefs and attitudes. Our work also extends knowledge of gender differences in information processing by showing that the model-race effect is stronger in males; this is attenuated when the product is utilitarian rather than hedonic, providing an explanation of why some product categories in China are more likely to feature foreign models in ads.

Suggested Citation

  • Xiaobing Xu & Rong Chen, 2016. "The role of a model’s race in influencing Chinese consumers’ product perception," Asian Business & Management, Palgrave Macmillan, vol. 15(3), pages 201-225, July.
    • Handle: RePEc:pal:abaman:v:15:y:2016:i:3:d:10.1057_abm.2016.1
    DOI: 10.1057/abm.2016.1
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    References listed on IDEAS

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