Events

Professor Julio Sevilla
L. Edmund Rast Chair of Business
Professor of Marketing
Terry College of Business
University of Georgia

ABSTRACT

Evidence for consumer preference toward racially diverse representation in marketing is mixed. One under-researched theme in this domain is how consumers respond to racially diverse representation in advertisements for stigmatized offerings (e.g., STD treatment, Alcoholics Anonymous). Empirical evidence across six laboratory-controlled studies (four preregistered, one in the web appendix, N = 4,420) and real in-market consumer response data indicates that the representation of mixed-race groups (versus White or minority only groups) delivers the best ad outcomes in the context of stigmatized (versus non-stigmatized) products. This effect is driven by enhanced perceptions of inclusion and brand expertise. In contrast to recent research on non-stigmatized products featuring romantic couples or employees, the present findings reveal that ads for stigmatized products benefit from mixed-race representation compared to monoracial representation (e.g., Black or White). This research holds important theoretical and managerial implications for how stigmatized products should be effectively marketed.