Minority response to ethnically similar models in advertisements: an application of accommodation theory

This study applies socio-linguistic accommodation theory to explain the effects of using ethnically similar models on a minority consumer's response to ads. It identifies two factors that moderate the consumer's response-the consumer's perception about the advertiser's cultural sensitivity and the consumer's strength of ethnic identification. Hypotheses are tested using an experimental design with data collected from 204 Asian-Americans. Results indicate that among Asian-American consumers who perceive the advertiser to be culturally sensitive, the response (attitude toward the ad, brand and company, and intention to buy) is favorable, whereas among those who do not, the response is not favorable. However, there are no significant effects of the minority consumers' strength of ethnic identification on their response. This finding is interesting when contrasted with the effects of strength of ethnic identification found with Hispanics and blacks. Managerial implications and suggestions for future research are offered.