Using self-referencing to explain the effectiveness of ethnic minority models in advertising

Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity.

Using Self-Referencing to Explain the Effectiveness of Ethnic Minority Models in Advertising

Christina Kwai-Choi Lee,Nalini Fernandezand Brett A.S. MartinUniversity of Auckland Business School, New Zealand

Introduction

Society is faced with two dramatic...