ETHNIC MINORITY CONSUMERS REACTIONS TO ADVERTISEMENTS FEATURING MEMBERS OF OTHER MINORITY GROUPS

Abstract

This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude toward these advertisements. These effects are moderated by the consumer’s level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.