The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions

Posted: 24 Jul 2013

See all articles by Anne-Sophie Lenoir

Anne-Sophie Lenoir

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

S. Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Americus Reed

University of Pennsylvania - Department of Marketing

Peeter W.J. Verlegh

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM); Erasmus Research Institute of Management (ERIM)

Date Written: July 23, 2013

Abstract

In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We conduct replications of two articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies.

Keywords: advertising, ethnicity, identity, minority targeting

Suggested Citation

Lenoir, Anne-Sophie and Puntoni, Stefano and Reed, Americus and Verlegh, Peeter W.J., The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions (July 23, 2013). ERIM Report Series Reference No. ERS-2013-010-MKT. Available at SSRN: https://ssrn.com/abstract=2297697

Anne-Sophie Lenoir

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

Rotterdam
Netherlands

Stefano Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Americus Reed

University of Pennsylvania - Department of Marketing ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-0651 (Phone)
215-898-2534 (Fax)

Peeter W.J. Verlegh

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Erasmus Research Institute of Management (ERIM)

P.O. Box 1738
3000 DR Rotterdam
Netherlands

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