Ad schema incongruity as elicitor of ethnic self-awareness and differential advertising response

Journal of Advertising

Volumn 32, Issue 4, 2003, Pages 7-17

  Dimofte, Claudiu V ^a   Forehand, Mark R ^a   Deshpandé, Rohit ^b  

^a UNIVERSITY OF WASHINGTON   (United States)

^b HARVARD BUSINESS SCHOOL   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 2442419073     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.2003.10639142     Document Type: Article

References (59)

1. Aaker, Jennifer, Anne Brumbaugh, and Sonya Grier (1998), “Non-Target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes, ” Journal of Consumer Psychology, 9 (3), 127-140.
2. Abrams, Dominic (1985), “Focus of Attention in Minimal Intergroup Discrimination, ” British Journal of Social Psychology, 24, 65-74.
3. Abrams, Dominic, Margie Wetherell, Sandra Cochrane, Michael A. Hogg, and John C. Turner (1990), “Knowing What to Think by Knowing Who You Are-Self-Categorization and the Nature of Norm Formation, Conformity and Group Polarization, ” British Journal of Social Psychology, 29 (2), 97-119.
4. Aiden, Dana L., Ashesh Mukherjee, and Wayne D. Hoyer (2000), “The Effects of Incongruity, Surprise and Positive Moderators on Perceived Humor in Television Advertising, ” Journal of Advertising, 29 (2), 1-15.
5. Appiah, Osei (2001), “Ethnic Identification on Adolescents’ Evaluations of Advertisements, ” Journal of Advertising Research, 41 (5), 7-22.
6. Babin, Barry J., and Laurie Babin (2001), “Seeking Something Different? A Model of Schema Typicality, Consumer Affect, Purchase Intentions and Perceived Shopping Value, ” Journal of Business Research, 54 (2), 89-96.
7. Campbell, Donald T. (1957), “Factors Relevant to the Validity of Experiments in Social Settings, ” Psychological Bulletin, 54, 297-312.
8. Campbell, Donald T., and Julian C. Stanley (1963), Experimental and Quasiexperimental Designs for Research, Chicago: Rand McNally.
9. Cook, Thomas D., and Donald T. Campbell (1979), Quasiexperimentation: Design and Analysis Issues for Field Settings, Boston: Houghton Mifflin.
10. Deshpande, Rohit, Wayne D. Hoyer, and Naveen Donthu (1986), “The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption, ” Journal of Consumer Research, 13 (2), 214-220.
11. Deshpande, Rohit, and Douglas M. Stayman (1994), “A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness, ” Journal of Marketing Research, 31 (1), 57-64.
12. Fekken, Cynthia G., and Ronald R. Holden (1992), “Response Latency Evidence for Viewing Personality Traits as Schema Indicators, ” Journal of Research in Personality, 26 (2), 103-120.
13. Forehand, Mark R., and Rohit Deshpande (2001), “What We See Makes Us Who We Are: Priming Ethnic Self-Awareness and Advertising Response, ” Journal of Marketing Research, 38 (3), 336-349.
14. Forehand, Mark R., and Americus Reed II (2002), “Identity Salience and the Influence of Differential Activation of the Social Self-Schema on Advertising Response, ” Journal of Applied Psychology, 87 (6), 1086-1099.
15. Giles, Howard, and Patricia Johnson (1987), “Ethnolinguistic Identity Theory: A Social Psychological Approach to Language Maintenance, ” International Journal of the Sociology of Language, 68, 69-99.
16. Goodstein, Ronald C. (1993), “Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing, ” Journal of Consumer Research, 20 (1), 87-99.
17. Grier, Sonya A., and Rohit Deshpande (2001), “Social Dimensions of Consumer Distinctiveness: The Influence of Group Social Status and Identity on Advertising Persuasion, ” Journal of Marketing Research, 38 (2), 216-224.
18. Gurin, Patricia, and Hazel R. Markus (1988), “Group Identity: The Psychological Mechanisms of Durable Salience, ” Revue Internationale de Psychologie Sociale, 1 (2), 257-274.
19. Hallberg, Garth (1995), All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits, New York: Wiley.
20. Heckler, Susan E., and Terry L. Childers (1992), “The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?” Journal of Consumer Research, 18 (1), 475-492.
21. Hinkle, Steve, and Rupert Brown (1990), “Intergroup Comparisons and Social Identity: Some Links and Lacunae, ” in Social Identity Theory: Constructive and Critical Advances, D. Abrams and M. Hogg, eds., Hemel Hempstead, U.K.: Harvester-Wheatsheaf, 48-70.
22. Hirschman, Elizabeth C. (1981), “American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior, ” Journal of Marketing, 45 (Summer), 102-110.
23. “Hispanics Take the Lead” (2001), LatinFinance, 126 (April), 54.
24. Hogg, Michael A., and Dominic Abrams (1988), A Social Psychology of Intergroup Relations and Group Processes, London: Routledge.
25. Isajiw, Wsevolod W. (1993), “Definition and Dimensions of Ethnicity: A Theoretical Framework, ” in Challenges of Measuring an Ethnic World: Science, Politics and Reality, Proceedings of the Joint Canada-United States Conference on the Measurement of Ethnicity, April 1-3. Washington, D.C: U.S. Government Printing Office, 407-427.
26. Jain, Shailendra P., and Durairaj Maheswaran (2000), “Motivated Reasoning: A Depth-of-Processing Perspective, ” Journal of Consumer Research, 26 (4), 358-371.
27. Kim, Youn-Kyung, and Jikyeong Kang (2001), “The Effects of Ethnicity and Product on Purchase Decision Making, ” Journal of Advertising Research, 41 (2), 39-48.
28. Koslow, Scott, Prem N. Shamdasani, and Ellen E. Touchstone (1994), “Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective, ” Journal of Consumer Research, 20 (4), 575-585.
29. Kotler, Philip (1999), Marketing Management: Analysis, Planning, Implementation, and Control, Upper Saddle River, NJ: Prentice Hall.
30. LeVine, Robert A., and Donald T. Campbell (1972), Ethnocen-trism: Theories of Conflict, Ethnic Attitudes, and Group Behavior, Oxford: Wiley.
31. Lips, Hilary M. (1995), “Through the Lens of Mathematical/ Scientific Self-Schemas: Images of Students’ Current and Possible Selves, ” Journal of Applied Social Psychology, 25 (19), 1671-1699.
32. McGuire, William J., Claire V. McGuire, Pamela Child, and Terry Fujioka (1978), “Salience of Ethnicity in the Spontaneous Self-Concept as a Function of One’s Ethnic Distinctiveness in the Social Environment, ” Journal of Personality and Social Psychology, 36 (5), 511-520.
33. Markus, Hazel R. (1977), “Self-Schemata and Processing Information About the Self, ” Journal of Personality and Social Psychology, 35 (2), 63-78.
34. Markus, Hazel R., and Keith P. Sentis (1982), “The Self in Social Information Processing, ” in Psychological Perspectives on the Self, vol. 1, Jerry M. Suls, ed., Hillsdale, NJ: Erlbaum, 41-70.
35. Meyer, Wulf-Uwe, Udo Rudolph, and Achim Schutzwohl (1991), “An Experimental Analysis of Surprise, ” Cognition and Emotion, 5 (4), 295-311.
36. Priester, Joseph R., and Richard E. Petty (1996), “The Gradual Threshold Model of Ambivalence: Relating the Positive and Negative Bases of Attitudes to Subjective Ambivalence, ” Journal of Personality and Social Psychology, 71 (3), 431-449.
37. Roslow, Peter, and J. A. F. Nicholls (1996), “Targeting the Hispanic Market: Comparative Persuasion of TV Commercials in Spanish and English, ” Journal of Advertising Research, 36 (May), 67-77.
38. Saenz, Rogelio, and Benigno E. Aguirre (1991), “The Dynamics of Mexican Ethnic Identity, ” Ethnic Groups, 9, 17-32.
39. Schank, Roger C., and Robert P. Abelson (1977), Scripts, Plans, Goals, and Understanding, Hillsdale, NJ: Erlbaum.
40. Schmidt, Toni L., and Jacqueline C. Hitchon (1999), “When Advertising and Public Relations Converge: An Application of Schema Theory to the Persuasive Impact of Alignment Ads, ” Journalism and Mass Communication Quarterly, 76 (3), 433-456.
41. Skitka, Linda J., and Christina Maslach (1996), “Gender as Schematic Category: A Role Construct Approach, ” Social Behavior and Personality, 24 (1), 53-73.
42. Stayman, Douglas M., and Rohit Deshpandé (1989), “Situational Ethnicity and Consumer Behavior, ” Journal of Consumer Research, 16 (3), 361-371.
43. Stewart, David W, and David H. Furse (2000), “Analysis of the Impact of Executional Factors on Advertising Performance, ” Journal of Advertising Research, 40 (6), 85-88.
44. Stone, Gerald, Donna Besser, and Loran E. Lewis (2000), “Recall, Liking, and Creativity in TV Commercials: A New Approach, ” Journal of Advertising Research, 40 (3), 7-18.
45. Stouffer, Samuel A. (1950), “Some Observations on Study Design, ” American Journal of Sociology, 55, 355-361.
46. Sujan, Mita (1985), “Consumer Knowledge-Effects on Evaluation Strategies Mediating Consumer Judgments, ” Journal of Consumer Research, 12 (4), 31-46.
47. Sujan, Mita, James R. Bettman, and Harish Sujan (1986), “Effects of Consumer Expectations on Information Processing in Selling Encounters, ” Journal of Marketing Research, 23 (4), 346-354.
48. Tajfel, Henri, M. G. Billig, R. P Bundy, and Claude Flament (1971), “Social Categorization and Intergroup Behavior, ” European Journal of Social Psychology, 1, 149-177.
49. Tan, Chin Tiong, and James McCullough (1985), “Relating Ethnic Attitudes and Consumption Values in an Asian Context, ” in Advances in Consumer Research, vol. 12, Elizabeth C. Hirschman and Morris B. Holbrook, eds., Provo, UT: Association for Consumer Research, 126-128.
50. Taylor, Charles R., and Barbara B. Stern (1997), “Asian-Ameri-cans: Television Advertising and the ‘Model Minority’ Stereotype, ” Journal of Advertising, 26 (2), 47-61.
51. Turner, John C. (1987), Rediscovering the Social Group: A Self-Categorization Theory, New York: Basil Blackwell.
52. Ward, James C., Mary J. Bitner, and John Barnes (1992), “Measuring the Prototypicality and Meaning of Retail Environments, ” Journal of Retailing, 68 (2), 194-220.
53. Weigel, Russell H., James W. Loomis, and Matthew J. Soja (1980), “Race Relations on Prime-Time Television, ” Journal of Personality and Social Psychology, 39 (5), 884-893.
54. Whittler, Tommy E. (1989), “Viewer’s Processing of Source and Message Cues in Advertising Stimuli, ” Psychology and Marketing, 6 (Winter), 287-309.
55. Whittler, Tommy E., and Joan DiMeo (1991), “Viewer’s Reactions to Racial Cues in Advertising Stimuli, ” Journal of Advertising Research, 31 (6), 37-46.
56. Wilkes, Robert E., and Humberto Valencia (1989), “Hispanics and Blacks in Television Commercials, ” Journal of Advertis-mg, 18 (1), 19-25.
57. Williams, Jerome D., and William J. Qualls (1989), “Middle-Class Black Consumers and Intensity of Ethnic Identification, ” Psychology and Marketing, 6 (Winter), 263-286.
58. Wooten, David B. (1995), “One-of-a-Kind in a Full House: Some Consequences of Ethnic and Gender Distinctiveness, ” Journal of Consumer Psychology, 4 (3), 205-224.
59. Zimbardo, Philip G., and Michael R. Leippe (1991), The Psychology of Attitude Change and Social Influence, Boston: McGraw-Hill.