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    Do target and non-target ethnic group adolescents process advertisements differently?

    Access Status
    Fulltext not available
    Authors
    Butt, Mohsin
    de Run, E.
    Date
    2011
    Type
    Journal Article
    
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    Citation
    Butt, M. and de Run, E. 2011. Do target and non-target ethnic group adolescents process advertisements differently? Australasian Marketing Journal. 19 (2): pp. 77-84.
    Source Title
    Australasian Marketing Journal
    DOI
    10.1016/j.ausmj.2010.12.001
    ISSN
    1441-3582
    School
    CBS International
    URI
    http://hdl.handle.net/20.500.11937/6519
    Collection
    • Curtin Research Publications
    Abstract

    Research on ethnic advertisements has identified attitudinal differences between target and non-target groups. However, investigators have largely failed to explain the reasons behind these differences. Accordingly, this study examines the process by which target and non-target group adolescents build attitudes towards ethnically focused advertisements. The Elaboration Likelihood Model and Dual Mediation Hypothesis models are used as theoretical and operational frameworks. This study uses a modified DMH model that incorporates ethnic identity strength and self-reference as important antecedents of ad attitude and ad cognition in the context of ethnic advertising. The data are analysed with the help of structural equation modelling procedures. The results suggest that non-target ethnic group adolescents generally process advertisements in a peripheral manner, whereas target ethnic group adolescents tend to engage in both central and peripheral processing. More importantly, for both majority and minority groups, the strength of subjects’ ethnic identity and self-reference impact their response to ethnic advertisements when the advertisement is compatible with their ethnic background.

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