Race, homophily, and purchase intentions and the Black consumer

Autor:	Eithel M. Simpson, Tim Christiansen, Kelli E. Simples, Thelma L. Snuggs
Rok vydání:	2000
Předmět:	Marketing Ethnic identification Race (biology) Similarity (psychology) Ethnic group Identity (social science) Advertising Psychology Moderation Social psychology Applied Psychology Homophily
Zdroj:	Psychology and Marketing. 17:877-889
ISSN:	1520-6793 0742-6046
Popis:	Black consumers are an important market for advertisers to reach. However, designing effective communication strategies is difficult. This study examines the moderation effect of ethnic identification (strength of identity with other blacks) on the tie between advertising stimuli (with racially congruent or incongruent actors) and the subject's perceived homophily (similarity) toward actors featured in ads, and if perceived homophily influences purchase intentions regarding advertised products. ANOVA found a significant interaction between ethnic identity and racial congruity on the perceived level of homophily. In addition, a simple effect for racial congruity on perceived homophily was found. Regression analysis subsequently found a significant effect for the level of perceived homophily on the level of purchase intent. Strategic considerations for marketing advertisers and future research ideas are also presented. © 2000 John Wiley & Sons, Inc.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0cfea058892dce9dbf98eaa0c4417e44 https://doi.org/10.1002/1520-6793(200010)17:10<877::aid-mar3>3.0.co Zobrazit plný text záznamu Plný text ve formátu PDF