Increased Attention to Racial Inequality Alters Consumer Responses to Black Actor Representation in TV Advertising

Abstract

This study examines how the relationship between racial diversity in TV advertising and consumer purchase intention shifted following George Floyd's murder in May of 2020. Analyzing 35,783 TV advertisements from 402 brands aired between 2018-2021, we measure the Black actor share of ads (BASOA) and combine this with daily consumer purchase intention data. Our analysis reveals three key findings. First, while BASOA had a positive effect on purchase intention before George Floyd's murder, this relationship became negative afterward. Second, brands with consistently high BASOA maintained positive consumer responses after the murder, while those with low BASOA experienced negative effects. Third, within the low-BASOA group, brands that dramatically increased Black representation after the murder faced stronger negative effects compared to brands that maintained low BASOA levels. These findings demonstrate how increased public attention to racial inequality can fundamentally alter consumer response to diversity in advertising, with effects varying based on brands' historical approach to representation. These findings suggest that consumers may perceive sudden increases in representation as inauthentic, highlighting the importance of sustained, genuine commitment to inclusive racial representation in advertising.

Keywords: advertising, diversity, equity, inclusion, panel data, purchase intention

JEL Classification: M31, M37, L00, L82, C23, C55,