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Consumers' Level of Prejudice and Response to Black Models in Advertisements

Ronald F. Bush, Joseph F. Hair, Jr. and Paul J. Solomon
Journal of Marketing Research
Vol. 16, No. 3 (Aug., 1979), pp. 341-345
DOI: 10.2307/3150708
Stable URL: http://www.jstor.org/stable/3150708
Page Count: 5
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Consumers' Level of Prejudice and Response to Black Models in Advertisements
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Abstract

The authors report the results of a 2 x 3 factorial experiment which measures high and low prejudice white consumers' evaluations of ads for which models' race is manipulated. The study disconfirms the results of a previous study which differ substantially from those of the general body of literature on the effects of black models. The response of consumers to black models is found to be consistent with previous research findings.

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