Identity salience and the influence of differential activation of the social self-schema on advertising response
成果类型：
Article
署名作者：
Forehand, MR; Deshpandé, R; Reed, A II
署名单位：
University of Washington; University of Washington Seattle; Harvard University; University of Pennsylvania
刊物名称：
JOURNAL OF APPLIED PSYCHOLOGY
ISSN/ISSBN：
0021-9010
DOI：
10.1037//0021-9010.87.6.1086
发表日期：
2002
页码：
1086-1099
关键词：
摘要：
The authors examined how identity primes and social distinctiveness influence identity salience (i.e.. the activation of a social identity within an individual's social self-schema) and subsequent responses to targeted advertising. Across 2 studies, individuals who were exposed to an identity prime (an ad element that directs attention to the individual's social identity) and who were socially distinctive (minorities in the immediate social context) expressed systematically different evaluations of spokespersons and the advertisements that featured them. Specifically, Asian (Caucasian) participants responded most positively (negatively) to Asian spokespeople and Asian-targeted advertising when the participants were both primed and socially distinctive. No main effects of identity primes or social distinctiveness were found. The implications of these findings for identity theory, advertising practice, and intervention communications are discussed.
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