Receiver Prejudice and Model Ethnicity: Impact on Advertising Effectiveness.

Lai, Hsiu-Chen Sandra; And Others

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Peer reviewed

ERIC Number: EJ429696

Record Type: Journal

Publication Date: 1990

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0196-3031

EISSN: N/A

Receiver Prejudice and Model Ethnicity: Impact on Advertising Effectiveness.

Lai, Hsiu-Chen Sandra; And Others

Journalism Quarterly, v67 n4 p794-803 Win 1990

Assesses the effect of model ethnicity on prejudiced respondents, and thus on advertising effectiveness. Finds that, for the most part, use of Asian models does not cause prejudiced respondents to evaluate a product or advertisement more negatively than when White models are used. (SR)

Descriptors: Advertising, Asian Americans, Ethnic Bias, Ethnicity, Media Research

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A