On the Importance of Social Integration for Minority Targeting Effectiveness

International Journal of Research in Marketing, Volume 29, Issue 4, 2012, Forthcoming

40 Pages Posted: 8 Aug 2012

See all articles by Michael Antioco

Michael Antioco

EMLYON Business School

Joëlle Vanhamme

EDHEC Business School - Department of Marketing

Anail Hardy

UNHYCOS

Lidwine Bernardin

Interface Tourisme

Date Written: August 8, 2012

Abstract

Research into the influence of model ethnicity on advertising effectiveness usually compares a dominant or mainstream group with a single, ethnically distinctive minority group. Such two-group studies implicitly assume that all minorities react similarly to distinctive and non-distinctive models portrayed in ads. However, minorities differ in their level of integration into the dominant societal group, which likely influences their responses. This research studies target/non-target market effects for minorities whose levels of integration into the host society vary. In contrast with relatively less integrated minorities, minority groups better integrated into the dominant society exhibit target/non-target market effects unlike those previously reported. This study also contrasts two mediation routes for the observed effects of ethnic models: ad model – self-perceived similarity and perceived ad model credibility. The results show that the two routes are confounded for less integrated minorities but dissociated for better integrated minorities. The findings offer clear applications for the advertising industry.

Keywords: Advertising, Ethnic minority, Credibility, Similarity

JEL Classification: M31, M37

Suggested Citation

Antioco, Michael and Vanhamme, Joëlle and Hardy, Anail and Bernardin, Lidwine, On the Importance of Social Integration for Minority Targeting Effectiveness (August 8, 2012). International Journal of Research in Marketing, Volume 29, Issue 4, 2012, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2126508

Michael Antioco

EMLYON Business School ( email )

23 Avenue Guy de Collongue
Ecully, 69132
France

Joëlle Vanhamme (Contact Author)

EDHEC Business School - Department of Marketing ( email )

France

Anail Hardy

UNHYCOS ( email )

325 Chemin du Parc
Pierrelaye, 95480
France

Lidwine Bernardin

Interface Tourisme ( email )

11, bis rue Blanche
75009
France

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