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The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions

Author

Listed:
  • Lenoir, A.-S.I.A.
  • Puntoni, S.
  • Reed II, A.
  • Verlegh, P.W.J.

Abstract

In today’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 Deshpandé (2001) and Deshpandé and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies.

Suggested Citation

  • Lenoir, A.-S.I.A. & Puntoni, S. & Reed II, A. & Verlegh, P.W.J., 2013. "The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions," ERIM Report Series Research in Management ERS-2013-010-MKT, 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.
    • Handle: RePEc:ems:eureri:40663
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    References listed on IDEAS

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    1. Antioco, Michael & Vanhamme, Joëlle & Hardy, Anaïk & Bernardin, Lidwine, 2012. "On the importance of social integration for minority targeting effectiveness," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 380-389.
    2. Stayman, Douglas M & Deshpande, Rohit, 1989. "Situational Ethnicity and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 361-371, December.
    3. 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.
    4. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    5. Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 525-536, June.
    6. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    7. Michael Antioco & Joëlle Vanhamme & Anaïk Hardy & Lidwine Bernardin, 2012. "On the importance of social integration for minority targeting effectiveness," Post-Print hal-02312727, HAL.
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    Cited by:

    1. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    2. Cheah, Isaac & Phau, Ian & Kea, Garick & Huang, Yu An, 2016. "Modelling effects of consumer animosity: Consumers' willingness to buy foreign and hybrid products," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 184-192.
    3. El Hazzouri, Mohammed & Main, Kelley J. & Carvalho, Sergio W., 2017. "Ethnic minority consumers reactions to advertisements featuring members of other minority groups," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 717-733.
    4. Yimin Cheng & Xiaoyu Zhou & Kai Yao, 2023. "LGBT-Inclusive Representation in Entertainment Products and Its Market Response: Evidence from Field and Lab," Journal of Business Ethics, Springer, vol. 183(4), pages 1189-1209, April.
    5. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    6. Puntoni, S., 2015. "Embracing Diversity," ERIM Inaugural Address Series Research in Management EIA-2015-061-MKT, 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..

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    More about this item

    Keywords

    advertising; ethnicity; identity; minority targeting;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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