|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|116019||2017||53 صفحه PDF||سفارش دهید||13389 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : International Journal of Research in Marketing, Volume 34, Issue 3, September 2017, Pages 717-733
This research investigates how members of ethnic minority groups react to advertisements featuring members of other ethnic minority groups. The results of five experiments show that ethnic minority consumers feel more ostracized by advertisements featuring other ethnic minority groups, which consequently leads to a less favorable attitude towards these advertisements. These effects are moderated by the consumer's level of ethnic identification and social dominance orientation (SDO). Inducing compassion improves the attitude of non-featured minorities towards the advertisement.