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"Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa

Johnson, Guillaume D. (2013), "Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa, South African Journal of Business Management, 1, 2, p. 11-17

Type
Article accepté pour publication ou publié
Date
2013
Journal name
South African Journal of Business Management
Volume
1
Number
2
Publisher
Association of Professional Managers in South Africa
Pages
11-17
Metadata
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Author(s)
Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Abstract (EN)
This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race "matters", the socioeconomic position of the model also predicts advertising effectiveness depending on viewers' racial group. Findings suggest ways to design successful cross-cultural advertising strategies in post-apartheid South Africa.
Subjects / Keywords
Post-apartheid era; Cross-cultural differences; Group identity; Advertising; Ethnicity; Racism
JEL
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing