Skip to main content
Ethnic Identity in Advertising: A Review and Meta-Analysis
Journal of Promotion Management (2012)
  • Robert S Heiser, University of Southern Maine
The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested.
  • ethnic identity
Publication Date
October, 2012
Citation Information
Robert S Heiser. "Ethnic Identity in Advertising: A Review and Meta-Analysis" Journal of Promotion Management Vol. 18 Iss. 4 (2012)
Available at: