How Advertisements Mixing Black and White Actors Affect Consumer Intent
通过三项实验研究，探讨广告中演员种族与社会关系强度如何通过真实性、广告态度和口碑影响消费者购买意愿。
Although racism against those who do not look like us has been around since before the founding of the United States, it has not diminished as our country becomes more diverse. Using three experimental studies, this research examines how actor race and social tie strength translate into consumer responses to advertising messages. The findings show significant indirect effects of actor race on purchase intention through the three serial mediators of authenticity, attitude toward the advertisement, and word of mouth when social ties are strong.