Ethical Responses to Public Allegations of Skin Tone Manipulation in Print Advertising: Consumer Indifference or Consumer Concern?

Autor:	Stevie Watson, Penelope F. DeJong
Rok vydání:	2011
Předmět:	Marketing Print advertising Ethical perceptions ComputingMilieux_THECOMPUTINGPROFESSION Ethical concerns Ethnic group Advertising Product (category theory) Skin tone Psychology Social psychology Black female Prejudice (legal term)
Zdroj:	Journal of Promotion Management. 17:396-406
ISSN:	1540-7594 1049-6491
DOI:	10.1080/10496491.2011.620485
Popis:	This study examines the effect of consumer prejudice on ethical responses to public allegations of skin tone manipulation in print advertising. A sample of 156 undergraduate business students read a fictitious news story in which an advertising watchdog group accused business executives of using digital manipulation to lighten the skin tone of a Black female model featured in a product print ad. Participants then answered questions on ethical perceptions, behavioral intentions, and prejudice toward Blacks. Results suggest that low-prejudice consumers have stronger ethical concerns toward the digital lightening of ethnic models in print ads than do high-prejudice consumers. The authors discuss the findings, limitations, and directions for future research.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::07a6ef7f4b8f8169004e0ea684be7855 https://doi.org/10.1080/10496491.2011.620485 Zobrazit plný text záznamu