THE INFLUENCE OF AD MODEL ETHNICITY AND SELF-REFERENCING ON ATTITUDES : Evidence from New Zealand

Abstract

This paper examines consumer self-referencing as a mechanism for explaining ethnicity effects in advertising. Data was collected from a 2 (model ethnicity: Asian, white) ´ 2 (product stereotypicality: stereotypical, nonstereotypical) experiment. Measured independent variables included participant ethnicity and self-referencing. Results show that (1) Asians exhibit greater self-referencing of Asian models than do whites; (2) self-referencing mediates ethnicity effects on attitudes (i.e., attitude toward the model, attitude toward the ad, brand attitudes, and purchase intentions); (3) high-self-referencing Asians have more favorable attitude toward the ad and purchase intentions than low-self-referencing Asians; and (4) Asian models advertising atypical products generate more self-referencing and more favorable attitudes toward the model, Aad, and purchase intentions from both Asians and whites.