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Diversity in Advertising : Broadening the Scope of Research Directions.

Author: Jerome D Williams; Wei-Na Lee; Curtis P Haugtvedt
Publisher: Hoboken : Taylor and Francis, 2004.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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 needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Williams, Jerome D.
Diversity in Advertising : Broadening the Scope of Research Directions.
Hoboken : Taylor and Francis, ©2004
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jerome D Williams; Wei-Na Lee; Curtis P Haugtvedt
ISBN: 9781135617561 1135617562
OCLC Number: 880825274
Description: 1 online resource (924 pages)
Contents: 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.

Abstract:

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 needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were.

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