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On the importance of social integration for minority targeting effectiveness

Author

Listed:
  • Michael Antioco

    (EM - EMLyon Business School)

  • Joëlle Vanhamme

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Anaïk Hardy
  • Lidwine Bernardin

Abstract

Research into the influence of model ethnicity on advertising effectiveness usually compares a dominant or mainstream group with a single, ethnically distinctive minority group. Such two-group studies implicitly assume that all minorities react similarly to distinctive and non-distinctive models portrayed in ads. However, minorities differ in their level of integration into the dominant societal group, which likely influences their responses. This research studies target/non-target market effects for minorities whose levels of integration into the host society vary. In contrast with relatively less integrated minorities, minority groups better integrated into the dominant society exhibit target/non-target market effects unlike those previously reported. This study also contrasts two mediation routes for the observed effects of ethnic models: ad model–self-perceived similarity and perceived ad model credibility. The results show that the two routes are confounded for less integrated minorities but dissociated for better integrated minorities. The findings offer clear applications for the advertising industry.

Suggested Citation

  • Michael Antioco & Joëlle Vanhamme & Anaïk Hardy & Lidwine Bernardin, 2012. "On the importance of social integration for minority targeting effectiveness," Post-Print hal-02312727, HAL.
    • Handle: RePEc:hal:journl:hal-02312727
    DOI: 10.1016/j.ijresmar.2012.08.001
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    Citations

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    Cited by:

    1. 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.
    2. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile, 2020. "Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites," Journal of Business Research, Elsevier, vol. 121(C), pages 420-428.
    3. 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.
    4. Bartikowski, Boris & Taieb, Besma & Chandon, Jean-Louis, 2016. "Targeting without alienating on the Internet: Ethnic minority and majority consumers," Journal of Business Research, Elsevier, vol. 69(3), pages 1082-1089.
    5. 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.
    6. 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.
    7. Lenoir, Anne-Sophie I. & Puntoni, Stefano & Reed, Americus & Verlegh, Peeter W.J., 2013. "The impact of cultural symbols and spokesperson identity on attitudes and intentions," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 426-428.
    8. Dogerlioglu-Demir, Kivilcim & Tansuhaj, Patriya & Cote, Joseph & Akpinar, Ezgi, 2017. "Value integration effects on evaluations of retro brands," Journal of Business Research, Elsevier, vol. 77(C), pages 124-130.

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