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

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...