search query: @indexterm RACE RELATIONS / total: 62
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| Author: | Dimofte, C. Forehand, M. Deshpandé, R. |
| Title: | AD Schema incongruity as elicitor of ethnic self-awareness and differential advertising response |
| Journal: | Journal of Advertising
2004 : VOL 32:4, p. 7-17 |
| Index terms: | RACE RELATIONS |
| Language: | eng |
| Abstract: | This article examines ethnic self-awareness and differential advertising response. Usually is proposed that targeting strategies are incongruent with existing advertising schemadata. However this article shows that use of identity cues can increase the salience of particular self-identifications and influence consumer response to advertising targeting specific audiences. |
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