Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes: A Multiple-Group Model Approach

Troy Elias, Osei Appiah, and Li Gong

This study examines the relationship between ethnic identity and same- or different-race sources on blacks' consumer attitudes.

Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes: A Multiple-Group Model Approach

Troy Elias, Osei Appiah, and Li Gong

To help their clients differentiate themselves from all the clutter online, advertisers strive to make their clients’ websites more interesting and engaging. Their goal is to increase the interactive capabilities of their clients’ sites so that Internet users not only visit the sites but also spend more time there, continue to come back, and recommend the site to other consumers. In doing so, advertisers and marketers frequently use computer-generated characters, such...

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