A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
实证检验了McGuire的独特性理论在广告中的应用，发现少数族群成员更易凸显族群身份，且更信任同族代言人，进而提升品牌态度。
The authors conducted an empirical study to test McGuire's (1984) distinctiveness theory within an advertising context. First, following the distinctiveness theory postulate, they found that members of minority groups were more likely than majority groups to have their ethnicity salient. Furthermore, in applying distinctiveness theory to persuasion, they found that members of minority (versus majority) groups find an ad spokesperson from their own ethnic group to be more trustworthy and that increased trustworthiness led to more positive attitudes toward the brand being advertised. The authors draw implications for both advertising to ethnic/minority groups as well as for further research applications of distinctiveness theory.