Abstract
The present study applies media priming and social identity theory to examine whether consumers transferred stereotypical model minority attributes (both positive and negative) to technology-related products and brands in advertisements featuring Asian American spokesmodels, compared to similar ads featuring Caucasians. Results (N = 263) of a 2 × 4 experiment revealed that consumers significantly primed products advertised using Asian American spokesmodels with model minority attributes; however, the products using Caucasian spokesmodels were rated significantly higher on brand attitude and purchase intention. In addition, parasocial identification mediated between model ethnicity and brand attitude, but not purchase intention.