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

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    IJRM in press.docx (2.099Mb)
    Date
    2017-07-06
    Author
    EL HAZZOURI, MOHAMMED
    MAIN, KELLEY J.
    CARVALHO, SERGIO W.
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    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.
    URI
    http://hdl.handle.net/1993/32302
    DOI
    10.1016/j.ijresmar.2017.06.005
    Collections
    • Asper School of Business Scholarly Works [17]
    • University of Manitoba Scholarship [1952]

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