Identity salience and the influence of differential activation of the social self-schema on advertising response.
通过两项实验，研究了身份启动和社会独特性如何影响个体对定向广告的反应，发现同时具备这两个条件时，少数族裔对同族代言人和广告评价更积极，而多数族裔则更消极。
The authors examined how identity primes and social distinctiveness influence identity salience (i.e., the activation of a social identity within an individual's social self-schema) and subsequent responses to targeted advertising. Across 2 studies, individuals who were exposed to an identity prime (an ad element that directs attention to the individual's social identity) and who were socially distinctive (minorities in the immediate social context) expressed systematically different evaluations of spokespersons and the advertisements that featured them. Specifically, Asian (Caucasian) participants responded most positively (negatively) to Asian spokespeople and Asian-targeted advertising when the participants were both primed and socially distinctive. No main effects of identity primes or social distinctiveness were found. The implications of these findings for identity theory, advertising practice, and intervention communications are discussed.