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%...