Diversity Representations in Advertising: Enhancing Variety Perceptions and Brand Outcomes
研究发现广告中呈现多样化的模特（如不同种族、性别或年龄）会让消费者觉得该品牌产品种类更丰富，即使广告并未展示更多产品。这种感知能提升品牌印象、创意评价、支付意愿和使用意愿，对品种有限或资源受限的品牌尤其有用。
Abstract We present a novel business case for Diversity, Equity, and Inclusion (DEI) by showing that DEI representations in advertisements have important, and yet unestablished, implications for brands. We show that depicting observably diverse (e.g., in race, gender, or age) models in advertisements creates a perception that the brand offers greater product variety, even when the advertisement neither showcases nor directly suggests greater variety. This effect arises because people believe that observably different customers have more varied needs. Diversity representations, therefore, increase the perception that the brand offers greater product variety, presumably to meet the varied needs of its observably different customers. The findings are important because perceptions of variety improve brand impression, perceptions of a brand’s creativity, willingness to pay, willingness to use, and choice. The findings are particularly relevant for brands that offer limited variety, face resource constraints to diversify, and/or want to benefit from generating perceptions of large product variety while avoiding the drawbacks of managing large assortments.