Diversity in Advertising: Broadening the Scope of Research Directions

Table of contents

• Title Page *
• Contents vii
• Contributors xi
• Preface xiii
• Diversity in Advertising - Broadening the Scope of Research Directions *
• I - Historical Perspectives on Diversity and Advertising: Where We've Been and Where We're Going 1
• Chapter One - Diversity in Advertising: a Summary and Research Agenda 3
• References *
• Chapter Two - Science for Sale: Psychology's Earliest Adventures in American Advertising 21
• References 38
• II - The Dark Side of Diversity in Advertising: Discrimination, Prejudice, and Bias 41
• Chapter Three - On the Predictive Utility of the Implicit Association Test: Current Research and Future Directions 43
• References *
• Endnotes 58
• Chapter Four - Demystifying the Nonconscious: Unintentional Discrimination in Society and the Media 59
• References *
• Endnotes *
• Chapter Five - Interethnic Ideology in Advertising: a Social Psychological Perspective 75
• References *
• Chapter Six - It's Not Just What You Think, It's Also How You Think: Prejudice as Biased Information Processing 93
• References *
• Endnotes *
• Chapter Seven - The Transmission of Prejudice: What Do Our Marketing Strategies Really Reinforce? 121
• References 131
• Chapter Eight - When Perceptions Affect Broadcasting in the Public Interest: Advertising Media Buyers as an Economic Hurdle for Black-Oriented Radio Stations 133
• References *
• III - The Influencing Role of Language in Diversity in Advertising 151
• Chapter Nine - Language in Multi Cultural Advertising: Words and Cognitive Structure 153
• References *
• Endnotes *
• Chapter Ten - Ethnic Influences on Communication Patterns: Word of Mouth and Traditional and Nontraditional Media Usage 177
• References *
• Chapter Eleven - Discover Ing Brand Equity Through Psycholinguistic Methods 201
• References 213
• IV - The Influenceing Role of Social and Information Contexts in Diversity in Advertising 215
• Chapter Twelve - Consumer Distinctiveness and Advertising Persuasion 217
• References *
• Endnotes *
• Chapter Thirteen - Diversityin Advertising: the Influence of Contextual Conditioning Effects on Attitudes 237
• References *
• V - The Influencing Role of Source Effects in Diversity in Advertising 245
• Chapter Fourteen - Styleor Substance? Viewers' Re Actions to Spokesperson's Race in Advertising 247
• References *
• Chapter Fifteen - Moving Beyond Race: the Role of Ethnic Identityin Evaluating Celebrity Endorsers 259
• References *
• Chapter Sixteen - Michael Jordan Who? the Impact of Other-Race Contact in Celebrity Endorser Recognition 279
• References *
• Endnotes *
• VI - Broadening the Concept of Diversity: Going Beyond Black and White 299
• Chapter Seventeen - Diversity: Population Versus Market 301
• References *
• Endnotes *
• Chapter Eighteen - It Must Bethe Cues: Racial Differences in Adolescents' Responses to Culturally Embedded Ads 319
• References *
• Chapter Nineteen - The Case for Separation of Asian American Ethnic Groupsas We Consider Our Target-Market Strategies 341
• References *
• Chapter Twenty - Mainstream Marketers Advertise to Gays and Lesbians: Strategic Issues and Research Agenda 357
• References *
• Chapter Twenty One - Targeting Consumer Segments Based on Sexual Orientation: Can Advertisers Swing Both Ways? 369
• References *
• Chapter Twenty Two - Health Promotion and Interactive Technology: Do Gender Differences Matterin Message Design? 383
• References *
• Chapter Twenty Three - The Presence of Religious Symbols and Values in Advertising 401
• References *
• Chapter Twenty Four - Ethics, Machiavellianism, and Social Values: Implications for Advertising 409
• References *
• Author Index 423
• Subject Index 439