Diversity in Advertising: Broadening the Scope of Research Directions (Advertising and Consumer Psychology)

473 Pages·2004·5.43 MB·English

by  Jerome D. Williams

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Diversity in Advertising

Broadening the Scope of
Research Directions
Advertising and Consumer Psychology
A Series sponsored by the Society for Consumer Psychology
Aaker/Biel: Brand Equity and Advertising: Advertising’s Role in

Building Strong Brands (1993)

Clark/Brock/Stewart: Attention, Attitude, and Affect in

Response Advertising (1994)

Englis: Global and Multi-National Advertising (1994)

Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical

and Practical Perspectives (1997)

Kahle/Chiagouris: Values, Lifestyles, and Psychographics (1997)

Kahle/Riley: Sports Marketing and the Psychology of Marketing

Communications (2004)

Mitchell: Advertising Exposure, Memory, and Choice (1993)

Schumann/Thorson: Advertising and the World Wide Web

(1999)
Scott/Batra: Persuasive Imagery: A Consumer Response

Perspective (2003)

Shrum: The Psychology of Entertainment Media: Blurring the

Lines Between Entertainment and Persuasion (2004)

Thorson/Moore: Integrated Communication: Synergy of

Persuasive Voices (1996)

Wells: Measuring Advertising Effectiveness (1997)

Williams/Lee/Haugtvedt: Diversity in Advertising: Broadening

the Scope of Research Directions (2004)
Diversity in Advertising

Broadening the Scope of

Research Directions

Edited by
Jerome D. Williams
The University of Texas at Austin
Wei-Na Lee
The University of Texas at Austin
Curtis P. Haugtvedt
Ohio State University
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
2004 Mahwah, New Jersey London
Copyright �c 2004 by Lawrence Erlbaum Associates, Inc.
All rights reserved. No part of this book may be reproduced in any form,
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without prior written permission of the publisher.
Lawrence Erlbaum Associates, Inc., Publishers

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Cover design by Sean Trane Sciarrone
Library of Congress Cataloging-in-Publication Data
Williams, Jerome D., 1947–
Diversity in advertising : broadening the scope of research directions /
by Jerome D. Williams, Wei-Na Lee, Curtis P. Haugtvedt.
p. cm.—(Advertising and consumer psychology)

ISBN 0-8058-4794-4 (casebound)

1. Advertising—Psychological aspects. 2. Communication
in marketing. 3.Consumers—Attitudes. I. Lee, Wei-Na, 1957-II. Haugtvedt,
Curtis P., 1958-III. Title. IV. Series.
HF5822.W495 2004
659.1(cid:1)08—dc22 2003022327
Books published by Lawrence Erlbaum Associates are printed on acid-free paper,
and their bindings are chosen for strength and durability.
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1

Jerome D. Williams, Curtis P. Haugtvedt, and Wei-Na Lee
Contents

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