The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions
AbstractIn todayâ€™s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We conduct replications of two articles representative of these research streams: Forehand and DeshpandÃ© (2001) and DeshpandÃ© and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies.
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Bibliographic InfoPaper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2013-010-MKT.
Date of creation: 23 Jul 2013
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Web page: http://www.erim.eur.nl/
advertising; ethnicity; identity; minority targeting;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2013-08-05 (All new papers)
- NEP-CUL-2013-08-05 (Cultural Economics)
- NEP-MKT-2013-08-05 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/373484, Katholieke Universiteit Leuven.
- Stayman, Douglas M & Deshpande, Rohit, 1989. " Situational Ethnicity and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 361-71, December.
- Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, University of Chicago Press, vol. 34(4), pages 525-536, 06.
- Reed, Americus & Forehand, Mark & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/357429, Katholieke Universiteit Leuven.
- Chattaraman, Veena & Rudd, Nancy A. & Lennon, Sharron J., 2009. "Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator," Journal of Business Research, Elsevier, vol. 62(8), pages 826-833, August.
- Keri L. Kettle & Gerald H�ubl, 2011. "The Signature Effect: Signing Influences Consumption-Related Behavior by Priming Self-Identity," Journal of Consumer Research, University of Chicago Press, vol. 38(3), pages 474 - 489.
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