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Effects of Black’s Strength of Ethnic Identity on Consumer Attitudes: A Multiple-Group Model Approach |
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Abstract:
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This study examines the role of ethnic identity as a means of understanding Blacks’ responses to Black and White product endorsers on an e-commerce website, and also evaluates the race of a character in an ad as a moderator of consumer attitudes. Using Structural Equation Modeling and a theoretical framework comprising Social identity theory (Tajfel & Turner, 1986) and the Distinctiveness principle, the results of the study indicate that the race of a character used in an ad transversely moderates the relationship between ethnic identity and consumer attitudes such that ethnic identity has a positive influence on consumer attitudes of Blacks if the race of the product presenter of a website is Black, while ethnic identity has a negative influence on consumer attitudes of Blacks if the race of the product presenter of a website is White. Implications of the study are discussed. |
Most Common Document Word Stems:
black (150), ident (149), ethnic (131), social (91), model (88), attitud (78), product (66), consum (65), group (61), race (58), effect (55), present (53), white (51), strength (39), use (37), 2 (34), /p (32), studi (32), measur (31), tajfel (30), communic (29), |
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Association:
Name: Association for Education in Journalism and Mass Communication
URL: http://www.aejmc.org
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Citation:
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MLA Citation:
| Elias, Troy., Gong, Li. and Appiah, Osei. "Effects of Black’s Strength of Ethnic Identity on Consumer Attitudes: A Multiple-Group Model Approach" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL, Aug 06, 2008 <Not Available>. 2008-12-10 <http://www.allacademic.com/meta/p272287_index.html> |
APA Citation:
| Elias, T. , Gong, L. and Appiah, O. , 2008-08-06 "Effects of Black’s Strength of Ethnic Identity on Consumer Attitudes: A Multiple-Group Model Approach" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Marriott Downtown, Chicago, IL Online <PDF>. 2008-12-10 from http://www.allacademic.com/meta/p272287_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study examines the role of ethnic identity as a means of understanding Blacks’ responses to Black and White product endorsers on an e-commerce website, and also evaluates the race of a character in an ad as a moderator of consumer attitudes. Using Structural Equation Modeling and a theoretical framework comprising Social identity theory (Tajfel & Turner, 1986) and the Distinctiveness principle, the results of the study indicate that the race of a character used in an ad transversely moderates the relationship between ethnic identity and consumer attitudes such that ethnic identity has a positive influence on consumer attitudes of Blacks if the race of the product presenter of a website is Black, while ethnic identity has a negative influence on consumer attitudes of Blacks if the race of the product presenter of a website is White. Implications of the study are discussed. |
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| Document Type: |
PDF |
| Page count: |
32 |
| Word count: |
8615 |
| Text sample: |
| Effects of Blacks’ Strength of /p. 1 Running head: EFFECTS OF BLACKS’ STRENGTH OF ETHNIC IDENTITY ON CONSUMER ATTITUDES: A MULTIPLE-GROUP MODEL APPROACH Effects of Black’s Strength of Ethnic Identity on Consumer Attitudes: A Multiple-Group Model Approach Troy Elias Osei Appiah and Li Gong The Ohio State University Paper submitted to Mass Communication and Society Division For presentation at the 2008 AEJMC convention Chicago IL. Authors’ Note Troy Elias (M.A. The Ohio State) is a doctoral student and Osei |
| .90 Att_web1 e14 .78 .88 Web_Att1 Att_web2 e15 .91 .83 Att_web3 e16 Figure 4. White Product Presenter Moderating effect Path Analysis – Ethnic Identity Mediating Consumer Attitude Model (Constrained). |
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