The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models

Authors

  • Zhihong Gao Rider University
  • Elaine A. Scorpio Rider University

Keywords:

Priming effects, Asian model, advertising, news context, experiments

Abstract

Advertisements frequently interact with editorial content, so that the editorial context functions as primes on the reading of advertisements. This is especially true in the case of online advertising, where advertisers have less control over where their ads will appear due to the inherent nature of online advertising buying. To investigate the effects of the editorial context on advertisements, this paper reports the results of two experiments that investigated the priming effects of news about Asia on attitudes toward advertisements with Asian models. The first experiment manipulated types of negative news about China as primes and compared their effects on an advertisement with either an Asian or a white model and found that model ethnicity influenced ad and brand attitudes. Negative news items about China produced priming effects, and the outcomes were both contrastive and assimilative. The second experiment used both positive and negative social news about China and Japan as primes. There were no country effects; rather positive and negative news about Asian countries had similar priming effects on advertisements with Asian models.

Author Biographies

Zhihong Gao, Rider University

Department of Marketing, Advertising & Legal Studies

Elaine A. Scorpio, Rider University

Department of Psychology

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Published

2014-02-01

How to Cite

Gao, Z., & Scorpio, E. A. (2014). The Priming Effects of News about Asia on Attitudes toward Advertisements with Asian Models. International Journal of Economic Practices and Theories, 4(2), 119-134. Retrieved from http://ijept.eu/index.php/ijept/article/view/The_Priming_Effects_of_News_about_Asia_on_Attitudes_toward_Adv

Issue

Vol. 4 No. 2 (2014): Special issue on Marketing and Business Development

Section

Articles

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