Het effect van etnische stereotypen in reclame op zwarte en witte consumenten

Previous studies have shown that ethnic minorities respond favourably toadvertisements that contain models or spokespersons from their own ethnic group.This holds especially for persons from an ethnic minority who have a strongethnic identity. However, this response might depend on how ethnic advertisingmodels are depicted. In this study, it is examined how black and white peoplereact to advertisements that contain an ethnic stereotyped image of a blackperson. It is shown that black people have a negative reaction towards suchadvertising, especially if they have a strong ethnic identity. However, blackpeople with a weak ethnic identity have the same attitude towards the brand andthe same intention to use the advertised product as white people.