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With a significant spending power, the African American segment is one of the most lucrative, interesting, and complex targets for national and local advertisers. As this consumer segment continues to grow in importance, marketers need to focus on what types of products could benefit from African American-targeted advertising. Our research studies show African Americans respond to advertising targeted to them and their responses are moderated by ethnic identification and product involvement. Consistent with both theoretical frameworks, distinctiveness theory and ethnic identification theory, we found that identified African Americans prefer African American models especially when advertising low-involvement products.


This is the author's original manuscript of an article whose final and definitive form, the Version of Record, has been published in the Journal of Current Issues & Research in Advertising, 2012, copyright Taylor & Francis, available online.

At the time of publication, Cuauhtémoc Luna-Nevarez was affiliated with New Mexico State University.






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