How advertisements mixing Black and white actors affect consumer intent: Perceived authenticity can strengthen responses to interracial advertising

Enping (Shirley) Mai, Diana L. Haytko, and Brian J. Taillon

Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse.
Mai, Haytko, and Taillon

Management Slant

  • Companies and brands can use  actors of different races to generate positive consumer responses if the brand is high in authenticity.
  • Consumer-perceived authenticity is a direct driver of consumer attitude toward the advertisement, word of mouth, and purchase intention. Marketers should feature scenes and brands that consumers perceive as authentic.
  • Including advertisements of a couple, each of a different race, indirectly positively impacts consumer-perceived authenticity, attitude toward the advertisement, word of mouth, and purchase intention when social tie strength is high. It is as effective to use these advertisements if they are believable.

Introduction

Few would disagree that the...

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