Download influences on ethnic consumers` attitudes toward advertisements

INFLUENCES ON ETHNIC CONSUMERS’ ATTITUDES TOWARD
ADVERTISEMENTS SHOWING “OUT-GROUP” MODELS
ABSTRACT
With the expanding diversity of the U.S. population, ethnic target marketing has
become an increasingly crucial component of marketing strategy. Demographic trends
have driven marketer attention toward consumer groupings not typically encompassed in
traditional conceptualizations of the U.S. market, including ethnic minorities and
immigrants (Penaloza, 1995). However, the practical reality of managing multiple target
markets creates strategic difficulties for marketers trying to attract different segments
simultaneously. Individuals may infer that their tastes and preferences are different from
those of the intended target and not only fail to adopt a favorable attitude, but in fact have
negative emotional responses toward the advertisement.
A model relating all the variables of interest is proposed and tested. It shows
advertising with one of three characteristics: ethnicity not salient (Anglo model),
ethnicity of model matching that of respondent, or ethnicity of model a mismatch with
that of respondent and that variable influencing attitude toward the ad (Aad) and Attitude
toward the brand (Ab). That influence is shown as moderated by four variables measured
in the individual respondent, who is in all cases a member of an ethnic minority
population. The four variables are ethnic identification, ethnic alienation, ethnic
competition, and prejudice. Finally, the model shows that the influence of these four
variables as moderators interacts with the prestige of the advertised brand in affecting the
relationship between model respondent match (or non-salience) and both Aad and Ab.
Results show that the negative effects associated with perceiving groups outside
one’s own to be a marketer's intended audience evoke negative responses and these
effects are heighten by the respondent’s level of ethnic identification, ethnic alienation,
ethnic competition, and prejudice. Brand prestige was also found to accentuate
respondents’ negative attitudes.
These results demonstrate the importance of how ethnic consumers feel about
themselves and other ethnic groups to the understanding of the influence of group
membership on consumer behavior. Considering these feelings in conjunction with
numeric status suggests response differences not just between but also within minority
groups. Responses of the nontarget market are theoretically and practically significant
because they involve an important issue for advertisers in justifying expenditures on
numerically minority markets.