A Tale of Two Social Contexts
研究分两部分，考察种族特定代言对黑人和白人消费者的影响，发现黑人消费者更偏好黑人代言广告，而白人消费者无差异；黑人少数群体比多数群体对黑人代言广告反应更积极。
<h3>ABSTRACT</h3> This two-part study examines the effects of race-specific testimonials on both Black and White consumers and on Black majority and Black minority consumers. Study I demonstrates that Black Internet surfers respond more favorably to testimonial ads that utilize Black character testimonials than they do to testimonials that use White characters. White Internet surfers responded no differently to testimonials based on the race of the product presenter. Study I also indicates that Black and White Web surfers seem to have a slight preference for moderately vivid testimonials versus highly vivid testimonials. Study II indicates that Blacks who represented a numeric minority in their immediate social environment showed more favorability toward ads that use Black characters than Blacks who resided in a social environment wherein they comprised a numeric majority.