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
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
Jerome D. Williams, Wei-Na Lee, Curtis P. Haugtvedt
Inhaltsangabe
Contents: Preface. Part I: Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going.W-N. Lee J.D. Williams C. La FerleDiversity in Advertising: A Summary and Research Agenda. L.T. Benjamin Jr. Science for Sale: Psychology's Earliest Adventures in American Advertising. Part II: The Dark Side of Diversity in Advertising: Discrimination Prejudice and Bias.M.J. Sargent On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions. R.W. Livingston Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media. C. Wolsko B. Park C.M. Judd B. Wittenbrink Interethnic Ideology in Advertising: A Social Psychological Perspective. P.T. Vargas D. Sekaquaptewa W. von Hippel It's Not Just What You Think It's Also How You Think: Prejudice as Biased Information Processing. D.W. Schumann The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce? C.A. Cooper When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations. Part III: The Influencing Role of Language in Diversity in Advertising.D. Luna L.A. Peracchio Language in Multicultural Advertising: Words and Cognitive Structure. W-N. Lee C. La Ferle M. Tharp Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Non-Traditional Media Usage. R. Pennington Discovering Brand Equity Through Psycho-Linguistic Methods. Part IV: The Influencing Role of Social and Information Contexts in Diversity in Advertising.S.A. Grier A.M. Brumbaugh Consumer Distinctiveness and Advertising Persuasion. J. de Heer S.J.G. Bloem S.E.W.M. Paijmans Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes. Part V: The Influencing Role of Source Effects in Diversity in Advertising.J.S. Spira T.E. Whittler Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising. D. DelVecchio R.C. Goodstein Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers. G.R. Henderson J.D. Williams Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition. Part VI: Broadening the Concept of Diversity: Going Beyond Black and White.G. Fennell J. Saegert Diversity: Population vs. Market. O. Appiah It Must Be the Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Ads. D.W. Schumann J. Lee K. Watchravesringkan The Case for Separation of Asian American Ethnic Groups as We Consider Our Target Market Strategies. T.B. Greenlee Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agenda. G.K. Oakenfull Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways? P.A. Stout J. Villegas Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design? D. Fairfield M. Johnson The Presence of Religious Symbols and Value in Advertising. S.H. Ang J.D. Williams Ethics Machiavellianism and Social Values: Implications for Advertising.
Contents: Preface. Part I: Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going.W-N. Lee J.D. Williams C. La FerleDiversity in Advertising: A Summary and Research Agenda. L.T. Benjamin Jr. Science for Sale: Psychology's Earliest Adventures in American Advertising. Part II: The Dark Side of Diversity in Advertising: Discrimination Prejudice and Bias.M.J. Sargent On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions. R.W. Livingston Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media. C. Wolsko B. Park C.M. Judd B. Wittenbrink Interethnic Ideology in Advertising: A Social Psychological Perspective. P.T. Vargas D. Sekaquaptewa W. von Hippel It's Not Just What You Think It's Also How You Think: Prejudice as Biased Information Processing. D.W. Schumann The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce? C.A. Cooper When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations. Part III: The Influencing Role of Language in Diversity in Advertising.D. Luna L.A. Peracchio Language in Multicultural Advertising: Words and Cognitive Structure. W-N. Lee C. La Ferle M. Tharp Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Non-Traditional Media Usage. R. Pennington Discovering Brand Equity Through Psycho-Linguistic Methods. Part IV: The Influencing Role of Social and Information Contexts in Diversity in Advertising.S.A. Grier A.M. Brumbaugh Consumer Distinctiveness and Advertising Persuasion. J. de Heer S.J.G. Bloem S.E.W.M. Paijmans Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes. Part V: The Influencing Role of Source Effects in Diversity in Advertising.J.S. Spira T.E. Whittler Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising. D. DelVecchio R.C. Goodstein Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers. G.R. Henderson J.D. Williams Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition. Part VI: Broadening the Concept of Diversity: Going Beyond Black and White.G. Fennell J. Saegert Diversity: Population vs. Market. O. Appiah It Must Be the Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Ads. D.W. Schumann J. Lee K. Watchravesringkan The Case for Separation of Asian American Ethnic Groups as We Consider Our Target Market Strategies. T.B. Greenlee Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agenda. G.K. Oakenfull Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways? P.A. Stout J. Villegas Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design? D. Fairfield M. Johnson The Presence of Religious Symbols and Value in Advertising. S.H. Ang J.D. Williams Ethics Machiavellianism and Social Values: Implications for Advertising.
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