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Advertising in Black and White
Mary Jane Schlinger and Joseph T. Plummer
Journal of Marketing Research
Vol. 9, No. 2 (May, 1972), pp. 149-153
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149947
Page Count: 5
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The reactions of black and white consumers to all-black and all-white cast versions of a television commercial suggest that the black version was more meaningful to black viewers, whereas the race of the cast had little influence on the reactions of white respondents.
Journal of Marketing Research © 1972 American Marketing Association