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| Author: | Appiah, O. |
| Title: | The effectiveness of "typical-user" testimonial advertisements on black and white browsers' evaluations of products on commercial websites: do they really work? |
| Journal: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 14-27 |
| Index terms: | advertising race relations |
| Freeterms: | testimonial advertisements commercial website |
| Language: | eng |
| Abstract: | The study tests the effectiveness of testimonial advertisements on black and white browsers' evaluations of a high-end product on a commercial website. The results show that white browsers do not respond any differently to advertisements with a black or white character or no testimonial at all. However, black browsers do respond differently to the testimonial advertisements based on race of the character. It appears that black browsers identify more strongly with black character testimonials. |
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