Effects of different levels of integration on advertising preference and intention to purchase.

Abstract

AND JACOB JACOBYPurdue UniversityNinety blacks and 90 whites evaluated six proposed advertisements in termsof attractiveness and likelihood of purchase of the product advertised. Theadvertisements differed in the degree of racial integration depicted, which wasoperationally denned by a S-point continuum ranging from 0 whites and4 blacks (OW-4B) to 4 whites and 0 blacks (4W-OB). The hypothesis thatyoung blacks react negatively to integrated ads depicting tokenism (e.g.,three whites to one black) and positively to ads depicting equality (e.g.,two whites to two blacks) was supported with each of the dependent measures.