Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany

Anna Rößner, Yaniv Gvili, Martin Eisend

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

With global geopolitical changes, marketers have increasingly employed advertisements featuring ethnic and religious minority endorsers. Researchers have examined the effects of this practice, where endorsers’ ethnicity and religious associations are interlinked. The present research disentangles the potential effects of these two factors and tests their underlying mechanism. Study 1 (N = 336) shows that the endorser’s belongingness to a religious minority group negatively affects attitudinal and behavioral consumer responses. Furthermore, the results indicate that sociomoral disgust mediates the effects of religion on consumer responses. Study 2 (N = 306) supports a moderated mediation model where religious and ethnic identity moderates the indirect effect of ads featuring a religious minority endorser. Additionally, weaker effects for consumers’ ethnic identity moderating the indirect effect of ads featuring ethnic minority endorsers were found. The results indicate a strong category dominance of religion for the evaluation of ethnic and religious minority endorsers. The findings theoretically contribute to our understanding of the diverse effects of featuring religious and ethnic minority endorsers in advertisements. Theoretical and managerial implications are discussed.

Original languageEnglish
Pages (from-to)391-407
Number of pages17
JournalJournal of Advertising
Volume50
Issue number4
DOIs
StatePublished - 1 Jan 2021
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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