- 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.
Few would disagree that the...