Your ethnic model speaks to the culturally connected: Differential effects of model ethnicity in advertisements and the role of cultural self-construal

Basit Öğe Kaydı
dc.authoridMerdin-Uygur, Ezgi/0000-0002-4065-7336|Gorgulu, Sahika/0000-0001-6248-7289
dc.authorwosidMerdin-Uygur, Ezgi/C-9676-2019
dc.authorwosidKaraca, Ozlem Hesapci/L-9961-2018
dc.authorwosidgorgulu, vehbi/AAG-3019-2021
dc.authorwosidGorgulu, Vehbi/AAF-4150-2021
dc.contributor.authorHesapci, Ozlem
dc.contributor.authorMerdin, Ezgi
dc.contributor.authorGorgulu, Vehbi
dc.date.accessioned2024-07-18T20:40:02Z
dc.date.available2024-07-18T20:40:02Z
dc.date.issued2016
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractThis paper examines self-construal and consumer self-referencing as a mechanism for explaining ethnicity effects in advertising. Data were collected from a 2 (participant ethnicity: Turkish versus Kurdish)x2 (model ethnicity: Turkish versus Kurdish)x2 (self-construal: independent versus interdependent) experiment. Results show that (i) individuals with interdependent self-construal display more positive evaluations towards an in-group ethnic ad model than do individuals with independent self-construal; (ii) ethnic minority individuals (Kurdish people) self-referenced more advertising portrayals of models of a similar ethnicity than models of a different ethnicity, as did ethnic majority individuals (Turkish people); (iii) ethnic minority individuals who experienced high levels of self-referencing exhibited more favourable attitude towards the advertisement, attitude towards the brand and a higher purchase intention than ethnic minority individuals who experienced low levels of self-referencing; and (iv) self-referencing is found to partially mediate the relationship between culturally constructed self-concept (self-construal) and ethnicity on consumer evaluations for interdependent subjects. Theoretical and practical implications are discussed. Copyright (c) 2015 John Wiley & Sons, Ltd.en_US
dc.identifier.doi10.1002/cb.1562
dc.identifier.endpage185en_US
dc.identifier.issn1472-0817
dc.identifier.issn1479-1838
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-84959472015en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage175en_US
dc.identifier.urihttps://doi.org/10.1002/cb.1562
dc.identifier.urihttps://hdl.handle.net/11411/6932
dc.identifier.volume15en_US
dc.identifier.wosWOS:000372192600007en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherWileyen_US
dc.relation.ispartofJournal of Consumer Behaviouren_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectIdentificationen_US
dc.subjectImpacten_US
dc.subjectDistinctivenessen_US
dc.subjectCollectivismen_US
dc.subjectEnhancementen_US
dc.subjectPsychologyen_US
dc.subjectSalienceen_US
dc.subjectAden_US
dc.titleYour ethnic model speaks to the culturally connected: Differential effects of model ethnicity in advertisements and the role of cultural self-construal
dc.typeArticle

Dosyalar

Koleksiyon

Web of Science Indexed Publications
Scopus Indexed Publications