Consumer response to models as reference group symbols in Brazilian advertising (reference group symbols in advertising)
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2005-11-24
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While previous studies have shown that advertisements in the U.S. are generally most effective when they match the race of the model and consumer. This study found that Brazilian consumers did not respond preferentially to the model of their own race. They also did not demonstrate white backlash nor prejudice towards Blacks. In fact, the model subjects liked most was mixed-race. Social Identity Theory provides a possible explanation. In the U.S., race is a fixed characteristic. In Brazil, the boundary between races is permeable. Due to this flexibility, Brazilian consumers may employ social mobility strategies, choosing their preferred reference groups among all races rather than just their own.