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Diversity in Advertising : Broadening the Scope of Research Directions - Jerome D. Williams

Diversity in Advertising

Broadening the Scope of Research Directions

By: Jerome D. Williams (Editor), Wei-Na Lee (Editor), Curtis P. Haugtvedt (Editor)

Hardcover Published: 5th April 2004
ISBN: 9780805847949
Number Of Pages: 472

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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 much different.
This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

Contributorsp. xi
Prefacep. xiii
Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going
Diversity in Advertising: A Summary and Research Agendap. 3
Science for Sale: Psychology's Earliest Adventures in American Advertisingp. 21
The Dark Side of Diversity in Advertising: Discrimination, Prejudice, and Bias
On the Predictive Utility of the Implicit Association Test: Current Research and Future Directionsp. 43
Demystifying the Nonconscious: Unintentional Discrimination in Society and the Mediap. 59
Interethnic Ideology in Advertising: A Social Psychological Perspectivep. 75
It's Not Just What You Think, It's Also How You Think: Prejudice as Biased Information Processingp. 93
The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce?p. 121
When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stationsp. 133
The Influencing Role of Language in Diversity in Advertising
Language in Multicultural Advertising: Words and Cognitive Structurep. 153
Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Nontraditional Media Usagep. 177
Discovering Brand Equity Through Psycholinguistic Methodsp. 201
The Influencing Role of Social and Information Contexts in Diversity in Advertising
Consumer Distinctiveness and Advertising Persuasionp. 217
Diversity in Advertising: The Influence of Contextual Conditioning Effects on Attitudesp. 237
The Influencing Role of Source Effects in Diversity in Advertising
Style or Substance? Viewers' Reactions to Spokesperson's Race in Advertisingp. 247
Moving Beyond Race: The Role of Ethnic Identity in Evaluating Celebrity Endorsersp. 259
Michael Jordan Who? The Impact of Other-Race Contact in Celebrity Endorser Recognitionp. 279
Broadening the Concept of Diversity: Going Beyond Black and White
Diversity: Population Versus Marketp. 301
It Must Be the Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Adsp. 319
The Case for Separation of Asian American Ethnic Groups as We Consider Our Target-Market Strategiesp. 341
Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agendap. 357
Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways?p. 369
Health Promotion and Interactive Technology: Do Gender Differences Matter in Message Design?p. 383
The Presence of Religious Symbols and Values in Advertisingp. 401
Ethics, Machiavellianism, and Social Values: Implications for Advertisingp. 409
Author Indexp. 423
Subject Indexp. 439
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780805847949
ISBN-10: 0805847944
Series: Advertising and Consumer Psychology
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 472
Published: 5th April 2004
Country of Publication: US
Dimensions (cm): 23.62 x 16.1  x 2.97
Weight (kg): 0.66
Edition Number: 1