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Diversity in Advertising : Broadening the Scope of Research Directions.
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and n...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2004.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title; Title; Copyright; Contents; Contributors; Preface; I. Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going; 1 Diversity in Advertising: A Summary and Research Agenda; 2 Science for Sale: Psychology's Earliest Adventures in American Advertising; II. The Dark Side of Diversity in Advertising: Discrimination, Prejudice, and Bias; 3 On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions; 4 Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media.
- 5 Interethnic Ideology in Advertising: A Social Psychological Perspective6 It's Not Just What You Think, It's Also How You Think: Prejudice as Biased Information Processing; 7 The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce?; 8 When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations; III. The Influencing Role of Language in Diversity in Advertising; 9 Language in Multicultural Advertising: Words and Cognitive Structure.
- 10 Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Nontraditional Media Usage11 Discovering Brand Equity Through Psycholinguistic Methods; IV. The Influencing Role of Social and Information Contexts in Diversity in Advertising; 12 Consumer Distinctiveness and Advertising Persuasion; 13 Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes; V. The Influencing Role of Source Effects in Diversity in Advertising; 14 Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising.
- 15 Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers16 Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition; VI. Broadening the Concept of Diversity: Going Beyond Black and White; 17 Diversity: Population Versus Market; 18 It Must Be the Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Ads; 19 The Case for Separation of Asian American Ethnic Groups as We Consider Our Target-Market Strategies; 20 Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agenda.
- 21 Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways?22 Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design?; 23 The Presence of Religious Symbols and Values in Advertising; 24 Ethics, Machiavellianism, and Social Values: Implications for Advertising; Author Index; Subject Index.