Diversity in Advertising: Broadening the Scope of Research Directions (Advertising and Consumer Psychology)

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society. Diversity in Advertising: Broadening the Scope of Research Directions......Page 4 Contents......Page 8 Contributors......Page 12 Preface......Page 14 PART I-HISTORICAL PERSPECTIVES ON DIVERSITY AND ADVERTISING: WHERE WE’VE BEEN AND WHERE WE’RE GOING......Page 26 1-Diversity in Advertising: A Summary and Research Agenda......Page 28 2-Science for Sale: Psychology’s Earliest Adventures in American Advertising......Page 46 PART II-THE DARK SIDE OF DIVERSITY IN ADVERTISING: DISCRIMINATION, PREJUDICE, AND BIAS......Page 66 3-On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions......Page 68 4-Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media......Page 84 5-Interethnic Ideology in Advertising: A Social Psychological Perspective......Page 100 6-It’s Not JustWhat You Think, It’s Also How You Think: Prejudice as Biased Information Processing......Page 118 7-The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce?......Page 146 8-When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations......Page 158 PART III-THE INFLUENCING ROLE OF LANGUAGE IN DIVERSITY IN ADVERTISING......Page 176 9-Language inMulticultural Advertising: Words and Cognitive Structure......Page 178 10-Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Nontraditional Media Usage......Page 202 11-Discovering Brand Equity Through Psycholinguistic Methods......Page 226 PART IV-THE INFLUENCING ROLE OF SOCIAL AND INFORMATION CONTEXTS IN DIVERSITY IN ADVERTISING......Page 240 12-Consumer Distinctiveness and Advertising Persuasion......Page 242 13-Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes......Page 262 PART V-THE INFLUENCING ROLE OF SOURCE EFFECTS IN DIVERSITY IN ADVERTISING......Page 270 14-Style or Substance? Viewers’ Reactions to Spokesperson’s Race in Advertising......Page 272 15-Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers......Page 284 16-Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition......Page 304 PART VI-BROADENING THE CONCEPT OF DIVERSITY: GOING BEYOND BLACK AND WHITE......Page 324 17-Diversity: Population Versus Market......Page 326 18-It Must Be the Cues: Racial Differences in Adolescents’ Responses to Culturally Embedded Ads......Page 344 19-The Case for Separation of Asian American Ethnic Groups as We Consider Our Target-Market Strategies......Page 366 20-Mainstream Marketers Advertise To Gays and Lesbians: Strategic Issues and Research Agenda......Page 382 21-Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways?......Page 394 22-Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design?......Page 408 23-The Presence of Religious Symbols and Values in Advertising......Page 426 24-Ethics, Machiavellianism, and Social Values: Implications for Advertising......Page 434 Author Index......Page 448 Subject Index......Page 464 "All successful advertisers in the 21st century must understand the importance of diversity in American society. At the core of this is the recognition and acknowledgment of an inclusive society. Characteristics such as gender, age, ethnicity, lifestyle orientation, etc., are extremely important to advertisers and must be considered in their planning for effective marketing communication. For instance, people over 30 make up our largest population segment, and over one fourth of Americans now identify themselves as something other than White. Advertisers hoping to attract these diverse groups of consumers must build relationships with them by understanding the values and multiple identities with which they identify. More sophisticated advertising and marketing insights and tools based on contemporary, cutting edge research and methodologies are needed." "This important volume edited by leaders in consumer psychology and advertising, has research contributions from 24 chapter authors. It grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology (SCP). This book will appeal to students, teachers, and practitioners in the fields of Consumer Psychology, Marketing, Advertising, and Business."--Jacket The successful advertisers of the 21st century must understand the importance of diversity in American Society. A number of characteristics must be considered such as: gender, age, ethnicity, sexual orientation, etc. Today over a quarter of Americans ide Advertising is a major tool of the capitalist system in the United States and has contributed to one of the highest standards of living in the world.