Why do Caucasian advertising models appeal to consumers in Taiwan? A cue-triggered value-expressive framework

To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves.

Why do Caucasian advertising models appeal to consumers in Taiwan? A cue-triggered value-expressive framework

Chingching Chang

National Chengchi University

Introduction

In a single country with a diverse racial composition, such as the United States, ads featuring in-group models are more effective than those featuring out-group models, regardless of whether consumers represent the minority (Deshpandé & Stayman 1994) or majority (Whittler & DiMio 1991) group in society, in support of in-group favouritism effects (Whittler & Spira 2002). Although racial composition is far more homogeneous in East Asian countries, where a single racial category dominates the population (e.g. 99% in Japan, 99%...

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