From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention – MSI

Working Paper

From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention

Gijs Overgoor

Southern Methodist University

Gokhan Yildirim

Imperial College Business School

Yakov Bart

Northeastern University

Koen Pauwels

Northeastern University

Jun 16, 2023

Analyzes TV viewing behavior and survey data to determine how Black actors’ share of TV ads affects purchase intent and how this varies by consumers’ cognitive processing of ads and the level of public attention to inequality.

Topics

advertising brands & branding Consumer Behavior & Insights Corporate social responsibility

research recap

When Does Diversity in TV Ads Drive Purchase Intent?

Promoting diversity through creative content requires a careful understanding of how consumers process advertising in the context of changing public opinion. While Black actors’ share of ads may increase purchase intent when ads are processed peripherally, increased public attention to inequality and central processing of ads may reverse this effect.

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