ABSTRACT
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.
TABLE OF CONTENTS
part I|39 pages
Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going
part II|109 pages
The Dark Side of Diversity in Advertising: Discrimination, Prejudice, and Bias
chapter Four|15 pages
Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media
chapter Seven|11 pages
The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce?
part III|64 pages
The Influencing Role of Language in Diversity in Advertising
part IV|30 pages
The Influencing Role of Social and Information Contexts in Diversity in Advertising
chapter Thirteen|8 pages
Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes
part V|53 pages
The Influencing Role of Source Effects in Diversity in Advertising
chapter Fourteen|11 pages
Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising
chapter Fifteen|19 pages
Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers
chapter Sixteen|19 pages
Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition
part VI|123 pages
Broadening the Concept of Diversity: Going Beyond Black and White