ABSTRACT
In this new millennium, one may find it difficult to imagine marketers showing concern about the race or ethnicity of spokespersons in advertising. However, mainstream mass-targeted magazines and prime-time television still feature predominantly White models (Green, 1991, 1992; Williams, Qualls, & Grier, 1995; Wilkes & Valencia, 1989). Thus, the often-used depiction of America as a “melting pot” may not be accurately portrayed in American advertising. Perhaps some marketers ponder, “If we put minority models in our advertisements, will they turn off our White customers? If we do not put minority models in our advertisements, will minority consumers go elsewhere to purchase similar products or services?” These are legitimate concerns given the mounting evidence that various source characteristics may influence an individual’s reactions to a persuasive message. For instance, sources that are perceived as more attractive, credible, and similar to the message recipient are more persuasive than their counterparts in delivering the same message (for a review, see Eagly & Chaiken, 1993). A spokesperson’s race or ethnicity is often one of his or her most readily apparent physical traits; thus, it may likely influence persuasion. In this chapter we discuss some of the research that has examined individuals’ responses to race or ethnicity in persuasive messages. We first discuss what effect a spokesperson’s race has on persuasion, and then we consider individual difference, environmental, and contextual variables that may influence who is likely to be influenced by the spokesperson’s race and when such influence is likely to occur. Finally, we discuss how these race effects are manifested by considering the psychological processes underlying them.
