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Stereotyping Effects on Consumers' Evaluation of Advertising: Impact of Racial Differences Between Actors and Viewers
Abstract and Figures
The present experimental study compared the efficacy of two social/psychological theories of stereotyping for explaining the impact of race on consumers' evaluations of advertising. One theory, in-group bias theory, posits that in-group members on the basis of race will evaluate other in-group members more favorably than out-group members. A second theory, polarized appraisal theory, predicts that out-group members will be evaluated more extremely (positively or negatively) than in-group members. A major finding of the present study is that in-group bias theory explains the effect of race in consumers' evaluation of advertising more accurately than does polarized appraisal theory.
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