ABSTRACT
This chapter suggests that the use of ethnically matched morphs in an ad may help to generate an implicit sense of similarity between the viewer and a resulting morphed model. Ethnicity is one of the primary demographic dimensions of self-concept used in advertising. Ethnically matched models were shown to be more compatible with self-schema, thus facilitating self-referencing. Models that appear ethnically similar to the typical consumer were also found to be perceived as more likable, and led to more positive brand and ad attitudes. The initial morphing studies were based on the idea of phenotype matching, where the predicted effect is due to the ability to recognize oneself or ones genetic relatives in a morph and distinguish them from the others. Digital morphing has already been successfully used in traditional forms of media, but using it in the virtual world seems especially promising. Morphing suggests many possible avenues for future research.
