The Influence of Asian American Spokesmodels in Technology-Related Advertising: An Experiment

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.

KEYTERMS:

• advertising
• Asian American
• brand attitude
• model minority stereotype
• parasocial identification
• purchase intention