Contents

Effects of Ethnic Identity on Perceived Advertisers' Motives in Values Advocacy Advertising

Lee, Yoon-Joo / Liu, Yung-I / Lee, Tae Jun

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Abstract

The current study examined Asian American consumers’ responses to values advocacy advertising through the interaction of levels of ethnic identification (weak or strong Asian ethnic identification) and culturally embedded ads (low and high in Asian/White culturally embedded ads) in evaluating altruistic motives of advertisers and purchase intention through an experimental design. The findings suggest that low Asian ethnic identifiers may identify with the advertiser employing Asian spokespersons with Asian cultural cues and in turn, perceive that the advertisers advocate social causes with altruistic motives. However, they did not feel congruent with the advertisers utilizing values advocacy ads with low Asian cultural cues (only featuring Asian spokespersons) more than with low/high White cultural cues (featuring White spokespersons with and without White cultural cues).The findings were discussed based on ethnic schema and attribution theory. Further, the present study discusses how Asian American consumers view ads through their different lenses toward meanings of race and culture based on their different levels of ethnic identification.

Issue Date
2013-11
Publisher
Best Business Books
Keywords
ethnic identity, cultural cues, values advocacy advertising, Asian Americans
DOI
10.1080/10496491.2013.829158
Journal Title
JOURNAL OF PROMOTION MANAGEMENT
Start Page
583
End Page
604
ISSN
1049-6491
Language
English
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