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 by researchers. While much of the advertising research in this area has focused on the mediating effects of consumers' race or ethnicity, the use of 'ethnic identification as a means of classification may provide greater discriminating power than more traditionally used measures of ethnicity' (Deshpande, Hoyer, and Donthu, 1986). In fact, the scant research has shown ethnic identification to be a contributing cultural variable...