Diversity in Advertising (eBook, ePUB)

Broadening the Scope of Research Directions
Redaktion: Williams, Jerome D.; Haugtvedt, Curtis P.; Lee, Wei-Na

• Format: ePub

Produktbeschreibung

The successful advertisers of the 21st century must understand the importance of diversity in American Society. A number of characteristics must be considered such as: gender, age, ethnicity, sexual orientation, etc. Today over a quarter of Americans ide

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 472
• Erscheinungstermin: 13. April 2004
• Englisch
• ISBN-13: 9781135617554
• Artikelnr.: 40808288

Inhaltsangabe

Contents: Preface. Part I: Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going.W-N. Lee
J.D. Williams
C. La FerleDiversity in Advertising: A Summary and Research Agenda. L.T. Benjamin
Jr.
Science for Sale: Psychology's Earliest Adventures in American Advertising. Part II: The Dark Side of Diversity in Advertising: Discrimination
Prejudice
and Bias.M.J. Sargent
On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions. R.W. Livingston
Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media. C. Wolsko
B. Park
C.M. Judd
B. Wittenbrink
Interethnic Ideology in Advertising: A Social Psychological Perspective. P.T. Vargas
D. Sekaquaptewa
W. von Hippel
It's Not Just What You Think
It's Also How You Think: Prejudice as Biased Information Processing. D.W. Schumann
The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce? C.A. Cooper
When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations. Part III: The Influencing Role of Language in Diversity in Advertising.D. Luna
L.A. Peracchio
Language in Multicultural Advertising: Words and Cognitive Structure. W-N. Lee
C. La Ferle
M. Tharp
Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Non-Traditional Media Usage. R. Pennington
Discovering Brand Equity Through Psycho-Linguistic Methods. Part IV: The Influencing Role of Social and Information Contexts in Diversity in Advertising.S.A. Grier
A.M. Brumbaugh
Consumer Distinctiveness and Advertising Persuasion. J. de Heer
S.J.G. Bloem
S.E.W.M. Paijmans
Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudes. Part V: The Influencing Role of Source Effects in Diversity in Advertising.J.S. Spira
T.E. Whittler
Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertising. D. DelVecchio
R.C. Goodstein
Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsers. G.R. Henderson
J.D. Williams
Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognition. Part VI: Broadening the Concept of Diversity: Going Beyond Black and White.G. Fennell
J. Saegert
Diversity: Population vs. Market. O. Appiah
It Must Be the Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Ads. D.W. Schumann
J. Lee
K. Watchravesringkan
The Case for Separation of Asian American Ethnic Groups as We Consider Our Target Market Strategies. T.B. Greenlee
Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agenda. G.K. Oakenfull
Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways? P.A. Stout
J. Villegas
Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design? D. Fairfield
M. Johnson
The Presence of Religious Symbols and Value in Advertising. S.H. Ang
J.D. Williams
Ethics
Machiavellianism
and Social Values: Implications for Advertising.