Diversity in Advertising : Broadening the Scope of Research Directions

by Williams, Jerome D.; Lee, Wei-Na; Haugtvedt, Curtis P.

• ISBN13: 9780805847949
• ISBN10: 0805847944
• Format: Hardcover
• Copyright: 2004-02-23
• Publisher: Lawrence Erlbau

Summary

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

Table of Contents

Contributors	xi
Preface	xiii
I. Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going
Diversity in Advertising: A Summary and Research Agenda	3	(18)
Wei-Na Lee
Jerome D. Williams
Carrie La Ferle
Science for Sale: Psychology's Earliest Adventures in American Advertising	21	(22)
Ludy T. Benjamin, Jr.
II. The Dark Side of Diversity in Advertising: Discrimination, Prejudice, and Bias
On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions	43	(16)
Michael J. Sargent
Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media	59	(16)
Robert W. Livingston
Interethnic Ideology in Advertising: A Social Psychological Perspective	75	(18)
Christopher Wolsko
Bernadette Park
Charles M. Judd
Bernd Wittenbrink
It's Not Just What You Think, It's Also How You Think: Prejudice as Biased Information Processing	93	(28)
Patrick T. Vargas
Denise Sekaquaptewa
William von Hippel
The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce?	121	(12)
David W. Schumann
When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations	133	(20)
Caryl A. Cooper
III. The Influencing Role of Language in Diversity in Advertising
Language in Multicultural Advertising: Words and Cognitive Structure	153	(24)
David Luna
Laura A. Peracchio
Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Nontraditional Media Usage	177	(24)
Wei-Na Lee
Carrie La Ferle
Marye Tharp
Discovering Brand Equity Through Psycholinguistic Methods	201	(16)
Robert Pennington
IV. The Influencing Role of Social and Information Contexts in Diversity in Advertising
Consumer Distinctiveness and Advertising Persuasion	217	(20)
Sonya A. Grier
Anne M. Brumbaugh
Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes	237	(10)
Johan de Heer
Sjaak (J.) G. Bloem
Sofie E. W. M. Paijmans
V. The Influencing Role of Source Effects in Diversity in Advertising
Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising	247	(12)
Joan Scattone Spira
Tommy E. Whittler
Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers	259	(20)
Devon DelVecchio
Ronald C. Goodstein
Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition	279	(22)
Geraldine R. Henderson
Jerome D. Williams
VI. Broadening the Concept of Diversity: Going Beyond Black and White
Diversity: Population Versus Market	301	(18)
Geraldine Fennell
Joel Saegert
It Must Be the Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Ads	319	(22)
Osei Appiah
The Case for Separation of Asian American Ethnic Groups as We Consider Our Target-Market Strategies	341	(16)
David W. Schumann
Jinkook Lee
Kittichai Watchravesringkan
Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agenda	357	(12)
Timothy B. Greenlee
Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways?	369	(14)
Gillian K. Oakenfull
Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design?	383	(18)
Patricia A. Stout
Jorge Villegas
The Presence of Religious Symbols and Values in Advertising	401	(8)
David Fairfield
Madeline Johnson
Ethics, Machiavellianism, and Social Values: Implications for Advertising	409	(14)
Swee Hoon Ang
Jerome D. Williams
Author Index	423	(16)
Subject Index	439