Ethnic Identification on Adolescents' Evaluations of Advertisements

This manuscript examines whether the strength of ethnic identity influences black and white adolescents' responses to advertisements featuring models of different races.

Ethnic Identification on Adolescents' Evaluations of Advertisements

Osei AppiahIowa State University

The strength of ethnic identify may have a significant effect on consumers evaluations of advertisements, yet this is a concept that is often overlooked...